Building up collective actions to qualify GIs

The paper deals with the analysis of behind the procedures for the recognition of a geographical indication (GI). More precisely, by applying a new theoretical perspective, based on structure-conduct-performance paradigm and on seven variables of collective action recently provided in literature, the article tries to explain possible failures of strategies of valorization of agricultural products based on GIs. The application of the selected methodology to a case-study in Italy is effective in showing the specific variables affecting the failure of collective action. Therefore, this methodology permits limits and obstacles to implement the virtuous circle of collective action to emerge. Moreover, it addresses possible normative solution aiming at acquiring a more prudential approach before applying for a GI recognition, in order to avoid possible failures.