Cognitive representations and institutional hybridity in agrofood innovation

Product differentiation has emerged as a central dynamic in contemporary agrofood systems. Departure from the mode of standardization emblematic of agrofood modernization raises questions about future technical trajectories and the ways in which learning will be sustained. This article examines two innovation trajectories: (1) the rapid coupling of biotechnologies and information technologies to yield products differentiated by constituent components-a model based on a cognitive logic of decomposition/ recomposition-and (2) the proliferation of product networks that mobilize distinctive, localized resources to create complete identities-a model based on a cognitive logic of identity. The article analyzes the information structures-institutional mechanisms that support information exchange and learning-in each of these opposed development paradigms. We find that knowledge creation under each of the logics occurs through mechanisms not recognized within the respective paradigms. On this basis, we derive institutional hybridity as a fundamental resource in systems of innovation.