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IVES 9 IVES Conference Series 9 OIV 9 OIV 2024 9 Orals - Economy and law 9 What drives Indications of Geographical Origin protection and governance mechanisms in the U.S. and European contexts? A contribution of the social sciences

What drives Indications of Geographical Origin protection and governance mechanisms in the U.S. and European contexts? A contribution of the social sciences

Abstract

There are fundamentally two different ways in which Indications of Geographical Origin (IGOs) can be protected. The U.S. approach favors the pre-existing trademark system through collective marks (CMs), while the EU approach favors a maximalist approach via a sui generis system which promotes Appellations of Origin (AOs). A consensus however emerges regarding the fundamental protection of origin against misleading, confusing and dilutive uses. Previous literature discusses these competing IGO logics from historical, legal and international trade perspectives. In this paper, we depart from the field of social sciences, in particular from recent advancements in the well-established literature on proximities, in order to provide a reflection on the different logics underpinning the AOs and CMs systems. The extant categories of proximity (geographical, institutional, organizational, social, cognitive and personal) participate in building a ‘logic of belonging’ when interactions stem from shared rules and behavioral routines, or a ‘logic of similarity’, when interactions are facilitated by common representations. Expanding on this taxonomy, an intangible understanding of proximities was recently added via the concepts of ‘shared identity’ and ‘shared vision’ grounded respectively in a logic of belonging and a logic of similarity. We apply this conceptual approach in the context of IGOs, to explore the distinct intangible proximity logics behind AOs and CMs, despite their common objectives. We find that the underlying logics of belonging and similarity of AOs and CMs shape the identity construction processes of wine territories, as well as their respective governance mechanisms. We derive from our conceptual approach an enhanced understanding of different IGO protection systems, while at the same time stressing the untapped potential of introducing social sciences for analyzing the procedural dimension of IGOs.

Ce qui motive les mécanismes de protection et de gouvernance des indications d’origine géographique dans les contextes américain et européen. une contribution des sciences sociales

Il existe fondamentalement deux façons différentes de protéger les indications d’origine géographique (igo): l’approche américaine favorise le système préexistant de marques à travers les marques collectives (cm), tandis que l’approche de l’union européenne favorise une approche maximaliste via un système sui generis qui promeut les appellations d’origine (ao). Un consensus émerge cependant concernant la protection fondamentale de l’origine contre les utilisations trompeuses, confuses et dilutives. La littérature aborde ces logiques concurrentes des igo à partir de perspectives historiques, juridiques et commerciales. Dans cet article, nous partons du domaine des sciences sociales, en particulier des avancées récentes de la littérature emblématique sur les proximités, afin d’offrir une réflexion sur les différentes logiques sous-tendant les systèmes ao et cm. La tradition établie de l’économie de l’agglomération souligne le rôle des proximités sous différentes formes pour que les transferts de connaissances se produisent au sein d’un territoire donné. Les catégories existantes de proximité (géographique, institutionnelle, organisationnelle, sociale, cognitive et personnelle) participent à la construction d’une “logique d’appartenance” lorsque les interactions découlent de règles partagées et de routines comportementales communes, ou d’une “logique de similarité”, lorsque les interactions sont facilitées par des représentations communes. Fondée sur cette taxonomie, une dimension intangible des proximités a récemment été ajoutée à la littérature via les concepts d'”identité partagée” et de “vision partagée”, ancrés respectivement dans une logique d’appartenance et une logique de similarité. Nous appliquons cette approche conceptuelle dans le contexte des igo, pour explorer les logiques de proximité intangibles distinctes derrière les ao et les cm, malgré leurs objectifs communs. Conformément à l’analyse d’autres outils, nous constatons que les systèmes d’ao et cm peuvent être considérés comme des outils substantiels similaires pour protéger les igo, mais avec des approches procédurales distinctes qui influent sur la manière dont ils sont déployés et calibrés. En particulier, les logiques sous-jacentes d’appartenance et de similarité des ao et cm façonnent leurs processus de construction d’identité, ainsi que leurs mécanismes respectifs de gouvernance. Nous dérivons de notre approche conceptuelle des enseignements pour la mise en œuvre des différentes igo, tout en soulignant le potentiel inexploité des sciences sociales pour analyser la dimension procédurale des igo.

¿Qué impulsa los mecanismos de protección y de gobernanza de las indicaciones de origen geográfico en los contextos de estados unidos y europa? una contribución de las ciencias sociales

Existen fundamentalmente dos formas diferentes en las que se pueden proteger las indicaciones de origen geográfico (igos). El enfoque de estados unidos favorece el sistema de marcas colectivas (cms) preexistentes, mientras que el enfoque de la unión europea favorece un enfoque maximalista a través de un sistema sui generis que promueve las denominaciones de origen (aos). Sin embargo, existe un consenso en cuanto a la protección fundamental del origen contra el uso engañoso, confuso y dilutivo. La literatura previa discute estas lógicas competidoras de las igo desde perspectivas históricas, legales y de comercio internacional. En este documento, nos apartamos del campo de las ciencias sociales, en particular de los avances recientes en la bien establecida literatura sobre proximidades, para reflexionar sobre las diferentes lógicas que sustentan los sistemas de aos y cms. La tradición de larga data de la economía de aglomeración enfatiza el papel de la proximidad en sus diferentes formas para que se produzcan derrames de conocimiento dentro de un territorio dado. Las categorías existentes de proximidad (geográfica, institucional, organizativa, social, cognitiva y personal) participan en la construcción de una “lógica de pertenencia” cuando las interacciones provienen de reglas compartidas y rutinas de comportamiento, o una “lógica de similitud”, cuando las interacciones son facilitadas por representaciones comunes. Ampliando esta taxonomía, recientemente se ha añadido un entendimiento intangible de las proximidades a través de los conceptos de “identidad compartida” y “visión compartida”, fundamentados respectivamente en una lógica de pertenencia y una lógica de similitud. Aplicamos este enfoque conceptual en el contexto de las igos, para explorar las distintas lógicas de proximidad intangible detrás de las aos y cms, a pesar de sus objetivos comunes. En línea con el análisis de otras herramientas de políticas, encontramos que los sistemas de ao y cm pueden considerarse como herramientas sustantivas similares para proteger las igos, pero con aproximaciones procedimentales disimiles que influyen en cómo se despliegan y calibran. En particular, las lógicas subyacentes de pertenencia y similitud de las aos y cms dan forma a sus procesos de construcción de identidad, así como a sus respectivos mecanismos de gobernanza. Derivamos de nuestro enfoque conceptual lecciones para la implementación de políticas de diferentes igos, al mismo tiempo que destacamos el potencial no explotado de introducir las ciencias.

DOI:

Publication date: November 18, 2024

Issue: OIV 2024

Type: Article

Authors

Stéphanie Grimbert¹, Jacques-Olivier Pesme²

¹ University of Deusto, Spain
² Wine Origins Alliance, United States of America

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Tags

Full papers OIV 2024 | IVES Conference Series | OIV | OIV 2024

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