Cluster theory and cluster policy have lacked a focus on how to achieve ‘directionality’ in cluster evolution, and the literature lacks discussions regarding how to achieve green reorientation of clusters and how policy can support this. In contributing towards this gap, we argue for a more thorough integration of Evolutionary Economic Geography (EEG) and Transition Studies (TS), two frameworks that separately have been applied extensively in studies of technological and industrial change. We draw on a discussion of Technology–Organization–Discourse (TOD) dynamics in exemplifying how EEG and TS can inform cluster theory and policy. Empirically, we investigate how cluster strategies are linked to differentiated TOD dynamics by examining Norwegian cluster policy and the strategic responses of facilitators of a petroleum, a marine, and a maritime cluster in Western Norway. We identify two ‘routes’ to reorientation of clusters – a ‘neutral’ and a ‘normative’ route – and argue that the investigated cluster projects have, as a matter of differentiated TOD dynamics, taken different stances towards green reorientation. Furthermore, we argue that cluster theory and policy should take into consideration that several policy domains influence these dynamics, not just cluster policy.
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