The traditional production of geographical indications (GIs) are struggling to react to external influences such as climate change, changing market conditions. There is a call for innovation within GI products without
compromising traditional practices. In GI research, tradition and innovation are often debated because it is apparent that they exclude each other. However, there are findings that a combination of these two elements can have effects on sustainability. Through acknowledging the synergy, diversification strategies are commonly used;
those have a remarkable effect on all dimensions of sustainability (social, economic, environmental). The aim of
this paper is to show evidence from literature stating that the incorporated tradition of GI products can exist in synergy with innovation. The TISyn (tradition-innovation synergy) model is presented as starting point for future
research on this matter. We conclude that focusing on innovation within the GI scheme is required for a changing focus on sustainable productions. However, examples show that without taking tradition into account, GI stakeholders obtain negative outcomes.
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