Authentic Indigenous Arts Initiative

Abstract

In this case, students are introduced to Keith Henry, the CEO of Aboriginal Tourism Association of British Columbia (AtBC) and its board of directors. They have had growing concerns around the quantity of inauthentic Aboriginal art products being sold in the British Columbia tourist gift market and must determine how they will approach the authentication process for Aboriginal art in British Columbia. Based on research conducted by a team of Aboriginal artists, which highlighted different models in use around the world and the challenges associated with them, AtBC must determine whether to adopt a branding program and, if so, what type to adopt.