Creating innovation that drives authenticity

Purpose The purpose of this paper is to explore the relationship between innovation and authenticity by developing a conceptual framework that illuminates the key constructs. Design/methodology/approach The paper adopts a common perspective - the customer - for both innovation and authenticity. A conceptual framework identifying the roles of centrality and distinctiveness in the innovation-authenticity relationship is developed and justified based upon prior research regarding brand extensions and authenticity. Findings The innovation-authenticity relationship can be visualized and managed using two constructs: centrality and distinctiveness. Centrality is proposed to have a positive relationship, whereas distinctiveness is proposed to have a non-linear (inverted-U) relationship. Originality/value The paper contributes a new conceptualization of the innovation-authenticity-loyalty relationship. It applies C-D Mapping in a completely new way to provide managerially relevant visualization of customers' perceptions of a new innovation vis-a-vis the parent brand to guide strategic decision making. The paper also suggests areas for further research to improve our understanding of successful innovation-authenticity alignment.