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The Emergence and Growth of Markets for Artisan Cheese And Artisans of Authenticity: The Emergence and Growth of Markets for Artisan Cheese and Wine in Quebec Johnny Boghossian Desautels Faculty of Management McGill University Montreal, Quebec, Canada August, 2017 A thesis submitted to McGill University in partial fulfillment of the requirements of the degree of Doctor of Philosophy of Business Administration © Johnny Boghossian 2017. All rights reserved. ABSTRACT The process of new market emergence is a cultural phenomenon embedded in the market’s social environment. However, despite widespread recognition of the importance of this embeddedness, notions of place and community remain at the periphery of most studies. Interesting phenomena come into view when we focus specifically on the links between markets and the communities in which they develop. Surprisingly, even emergent markets, despite their novelty, may come to assume an air of antiquity and authenticity, as communities appropriate them as expressions of their collective identities and artifacts of local history. This thesis, which is based on three papers, extends current understanding of the process by which new markets are constructed and perceptions of authenticity are created, in particular the influence of regional identity therein. The first essay is based on a qualitative, comparative study of the artisanal cheese markets of Quebec and Ontario, and is based on 47 interviews conducted with actors across the industry. The primary findings of this study are the elaboration of the personal and regional forms of authenticity, with the former particularly meaningful to producers and the latter a source of support to producers from other market constituents. The second essay focuses on the Quebec context and is based on a qualitative study of archival materials. Whereas institutionalists have focused on the coercive and legitimizing roles of the state, I show that the state may also imbue markets with values and beliefs in pursuit of its own goals and interests, and thereby contribute to the construction of 'patriotic markets'. The third study is a statistical analysis of media accounts and organizational foundings in the emergent market for artisanal wines produced in Quebec. The primary finding is that regional identity affects audience attention, enabling the development of local markets despite the availability of higher quality alternatives. i RÉSUMÉ Alors même les recherches sur la construction sociale de nouveaux marchés s’accumulent, la littérature prend rarement en compte les communautés et les territoires où s’enracinent ces marchés. Cependant, des phénomènes intéressants apparaissent lorsqu’on resserre l’analyse sur l’encastrement des marchés dans des communautés spécifiques. Notamment, certains marchés, bien que très récents, finissent par s’inscrire dans l’histoire locale, et apparaissent comme authentiques et traditionnels. Cette thèse par article contribue à avancer nos connaissances en matière de construction de nouveaux marchés en mettant l’emphase sur la création de l’ « authenticité » et sur l’influence des identités régionales. Un premier article propose une analyse comparative des marchés du fromage artisanal au Québec et en Ontario. Il s’agit d’une étude qualitative sur la base de 47 entrevues. Sa principale contribution est d’identifier les formes « personnelle » et « régionale » d’authenticité. La première est particulièrement importante aux yeux des producteurs. La seconde permet, en conjonction avec une forte identité régionale, aux producteurs de bénéficier d’un soutien régional. Le deuxième article se concentre sur le contexte québécois. Il s’agit d’une étude qualitative de données d’archive autour de la construction d’un « marché patriotique ». Alors que la théorie institutionnaliste s’est essentiellement intéressée au rôle de l’État en termes de coercition et de légitimation, nous montrons ici que l’État peut également insuffler des valeurs et des croyances dans un marché afin de servir ses objectifs et ses intérêts. Le troisième manuscrit présente une analyse statistique de l’activité médiatique et des créations d’entreprises en lien avec le marché émergent du vin artisanal produit au Québec. Sa principale contribution est de révéler l’incidence de l’identité régionale sur les médias, avec comme conséquence de rendre possible le développement de marchés locaux malgré l’existence d’alternative de plus grande qualité. ii ACKNOWLEDGEMENTS This dissertation would not have been possible without the help and support of numerous people. First among these is my supervisor, Robert David, who generously provided his guidance and read what felt like countless iterations of the same papers, always providing helpful feedback. His seminar on organizational theory first set me down the path of organizational institutionalism. That seminar awakened the interest in an engineer by training and profession to study social construction. I petitioned Robert to take me on as his student and he kindly agreed, always giving me the freedom to take my research in the direction I wanted. I would also like to thank Lisa Cohen and Ann Langley. Both offered incredibly constructive feedback, helping me give shape to developing ideas and better express them in writing. I also found myself often thinking of and returning to the readings of Ann’s qualitative research methods seminar for guidance. I would also like to acknowledge the support of my family and friends. Despite the bafflement of my parents about what would inspire an engineer to give up a burgeoning career to return to school, they expressed nothing but support and encouraged my success. I would also like to thank Ksenia for her loving support, both in helping me disengage from my work when drawn into the quagmire of PhD life, as well as helping me better engage with my work by giving me feedback on my ideas and guidance on methods. I would also like to thank Michael, who never fully understood what I was working on but always helped temporarily set it aside, as well as Noémie for her support in getting the project started and Luc for his close friendship throughout. The completion of my dissertation would not have been possible without the financial support from a number of sources. These include the Fond Québécois de Recherche sur la Société et la Culture, Social Sciences and Humanities Research Council, Centre for Strategy Studies in Organizations, Rathlyn Foundation and McGill University. iii Finally, the research would clearly not have been possible without the generosity of the cheese artisans and other individuals who agreed to participate. These individuals freely gave me their precious time to speak about their passions. Throughout my research and my writings, I endeavored to remain as faithful to their interpretations and experiences as I could. The cheese artisans, in particular, showed incredible passion for and dedication to their craft, despite the incredible hardships of the lifestyle it entailed. iv TABLE OF CONTENTS ABSTRACT ........................................................................................................................................ I RÉSUMÉ ......................................................................................................................................... II ACKNOWLEDGEMENTS .................................................................................................................. III TABLE OF CONTENTS ..................................................................................................................... V LIST OF FIGURES .......................................................................................................................... VII LIST OF TABLES .......................................................................................................................... VIII INTRODUCTION ............................................................................................................................... 1 PAPER 1. PERSONAL AND REGIONAL AUTHENTICITY IN THE CONSTRUCTION OF A MARKET FOR ARTISAN CHEESE ..................................................................................................... 6 Abstract ....................................................................................................................................... 6 Introduction ................................................................................................................................. 7 Literature Review........................................................................................................................ 9 Methodology ............................................................................................................................. 15 Empirical Context ................................................................................................................. 16 Quebec history and identity .................................................................................................. 18 Data Collection ..................................................................................................................... 19 Data Analysis ........................................................................................................................ 21 Findings..................................................................................................................................... 24 Theme 1: Personal Authenticity ..........................................................................................
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