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Abstract
Collective action cannot develop without the
commitment of partners to a common project. Building
a new Geographical Indication (GI) implies crucial
strategic decisions regarding the norms of the
production process, the limits of the geographical area
and the choice of the protected GI name. Who is going to
make these decisions? What is the best path to kick-off
with success the initiative? Two approaches have
recently been tested in practice: the cluster approach
and the working group approach. This paper presents
the scientific background of these two approaches. A
state of the art is proposed on the concept of cluster,
developed in Industrial Economics. The translation
theory, developed in Economic Sociology, is mobilised to
analyse the “translation cycles” followed by most
working groups. Based on case studies, this paper
highlights and explains the benefits and risks of both
approaches. It proposes an approach that combines face
to face negotiations between the facilitator and potential
partners, large information campaigns, and a
representative working group in order to guarantee
access to information to all and avoid further
oppositions.