Abstract
Over the past decade, organisations producing quality goods have been
investigating innovative processes to cope with the new quality criteria
demanded by consumers, commodity chains and policy-makers. In this
paper, we propose to use network sociology to link innovation and
learning theories and thus highlight the diverse social practices
contributing to changes and underlying learning processes in such
contexts. Farmers groups, evolving towards multifunctional agriculture,
constitute exemplary cases to study these dynamics. We will be presenting
the results of a longitudinal ethnographic case study carried out
in a small cooperative implementing environment-friendly viticulture
in the Languedoc (South of France). Beyond the diverse strategic
positions developed in response to the innovative project, two kinds
of networks are highlighted: the first type refers to daily dialogue
and service exchange, the second one assumes the contours of knowledge-based
strategies required by the management of diverse areas of change.
All of these underline the importance of thematic experts that go
further than ‘traditional’ leadership. We will conclude by suggesting
the management of ‘practices networks’ both integrating these different
networks and linking diverse strategic positions to respond to the
challenges of the economy of quality.
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