Reinterpreting tradition to innovate: The case of the Italian haute cuisine

The present research investigates the development of new products within cultural and creative industries resulting from the use of traditional elements. In particular, we analyse methods facilitating the recombination of traditional elements into new products. Accordingly, we conducted an inductive qualitative research, based on five case studies represented by Italian restaurants awarded with three Michelin stars. Findings reveal how traditional elements may be combined with elements coming from different and distant cultures. In addition, the elements of tradition may be the only source of innovation if atypical links are established among them. Our results mainly contribute to shed new light on the dynamics which allow to achieve the equilibrium between familiarity and novelty in cultural and creative industries where products suffer a rapid obsolescence. Finally, we advance the debate on tensions created by the inclusion of novelties in traditions by proposing method facilitating combinations.