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This case study of the organic farmers' cooperative Indigenas de la Sierra Madre de Motozintla (ISMAM) explores the construction of identity as a dialogic process in which external elements are appropriated to permit resistance and creative adaptation to global processes. Building on indigenous Mam respect for nature, ISMAM forges a corporate image that responds to symbolic demands of the alternative marketplace and a self‐image reaffirming traditional values in a modern context.
Castillo et al. (Sun,) studied this question.
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