Learning about innovation through networks: the development of environment-friendly viticulture

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.