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              <p>This chapter investigates how sustainable practices interact and co-evolve with sustainable marketinginitiatives. The research is based on an international survey of fifteen case studies of institutionalinnovations in linking sustainable agricultural practices with markets. We explore how farmers andorganisations are moving toward more sustainable practices through the collective mobilisation ofparticipants, technologies, resources, and capacity building. Each of the cases illustrates a uniqueapproach to creating linkages to markets, such as the use of international standards, direct and institutionalmarketing techniques, and culinary education. We find trends in the linkages between the socio-technicalcontroversies that spurred the innovation and the form of the institutional innovation. Initial results point tothe importance of charismatic leadership, constructing a common vision for sustainable agriculture, andbuilding collective commitments among actors, as is common in social movements. While the focus ofmany market arrangements is on building local networks, we find the influence of international value chainsin each case. This suggests that both community and international dynamics influence the development ofinstitutional innovations in developing countries.</p>
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