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The paper deals with the support system of geographical indications (GIs): more precisely, it aims at investigating the territorial dynamics of the rural knowledge, by analysing the role of agricultur al extension systems (AES) as tool to support farm’s management and innovation in GI areas. By putting forward a milieu innovateur approach, we intend to verify eventual differences between GI and not GI farms in knowledge transfer and innovation adoption. Interaction and learning logics at the basis of this approach confirm differences even though with some exception based on territorial characteristics and models of AES governance.


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