This study aims to define the concept of craftsmanship from the perspective of craft chocolate makers and explore how their understanding of craftsmanship is reflected in their organizational practices and the scaling of their businesses. The research is motivated by the desire of craft chocolate makers to expand the niche market for craft chocolate, thereby increasing the share of sustainable and fair-trade cocoa in the industry.However, consumers remain confused by various claims such as ‘bean-to-bar’, ‘single-origin’, ‘single-estate’, and ‘direct-trade’, making it challenging for the niche to clearly present itself.
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This paper proposes an epistemological transition based on Edgar Morin's complexity paradigm to analyse authenticity in a complex tourism environment, avoiding fragmentation, and integrating relevant actors and relationships. The results show that storytelling is an important element of these tourism experiences, legitimising and unifying the authenticity of the experience and relating objects, social environment and individual experiences. The size of the tour groups and the rigidity of the itinerary were important elements for constructing authenticity. Tourists, service providers and government bodies all directly or indirectly participate as co-creators, making the perception of authenticity a constant negotiation between the elements of the experience and the actors involved in it.
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In my view, organisations are playing an ever-larger role with and in these changes. This is why we need organisations that are not afraid to express and give concrete meaning to their innovative views on economic and social themes. These are organisations that dare to break out of the old thought and behavioural patterns in order to create room for change and renewal. They are guided by an innovative philosophy and mode of thinking, and show this leadership by translating this body of thought into concrete actions and results. This is why, in the professorship, we call these organisations ‘thought leaders in a society of change’.
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