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This paper looks at the identity of manufacturing firms in the eyeglass manufacturing district of Morez. The spatial organisation of the eyeglass industry is changing rapidly in an environment of globalisation and foreign competition. These changes are giving rise to a process of construction-reconstruction of the firms' identities on manufacturing issues that are taking on a symbolic dimension. The spatial and industrial strategies of firms are interlinked with their identities. These transformations are leading to a differentiation of firms' identities within the district's shared culture.