Authenticity. Corporations chase it. Consumers desire it. Maxim Voronov, Professor of Sustainability and Organization at the Schulich School of Business, studies authenticity in a business context. He breaks it down into two categories, traditionality and originality. Which one a corporation pursues depends on factors such as how large they are, and how old they are. In this episode, host Cameron Graham talks to Maxim about his study of authenticity in the Canadian whisky industry.

Hosted and produced by Cameron Graham, Professor of Accounting at York University. Podcast or Perish is produced with the support of the Schulich School of Business. Visit our website at podcastorperish.ca.