Innovation is often understood as a technical product, novelty or idea. On a wider scale, innovations and their creation and consumption are linked to human and societal or organisational activity patterns but also to the operation methods of the regional or government machinery. The leap into the information technology revolution introduced national and international innovation systems and policies and extended the concept to all sectors of community planning. The cluster economy, in turn, is often used to describe the core of competitiveness of a region or society. A cluster is a network structure the know-how, resources and cooperation of which raise certain business activities of the network to a prominent position in the national and especially the international market. The ecological cluster is a part of modernisation, sustainable development and its structural change in all sectors of community policy, but especially in environmental policy and as a part of innovation policy. The cluster research of ecological innovation policy and entrepreneurship aims to study 1) The emergence of innovation processes and roles, their adopter types and the share of various institutions in innovation policy with special emphasis on the creation of new information as a national, regional and rural ecoentrepreneurial process. 2) The second task is to study the trends and segments of ecological products and consumption that are significant to rural ecoentrepreneurs and their operative networks. 3) The third task is to formulate the innovative role maps for ecological entrepreneurship. The aim is to identify the best role models for innovation activity that meet the demands of consumption and the recommendations of the international innovation study in cluster structures. The patterns of acquiring information and the production of something new are linked to the individual producers of information, the networks and the same time the operation mechanisms of new innovations; their deeper language. The discovery or acceptance of something new always breaches the existing convention. Thus, the innovator is in breach of the ruling convention and has diverging ideas, in the rural areas he is often considered a radical dissident. In the rural areas, the innovation process has mainly meant diffusion of innovation in regional settings. It has been a question of how quickly new information spreads and of the ability to receive and apply it. The regions and the adopters have been categorised both in production and consumption. The spreading innovation cyclones (diffusion waves) have formed a recognisable sociocultural sequence in time. The same applies to their expected direction of spreading from the centre over the sphere of influence. Innovation has been slowed down especially by the numerous isolation mechanisms in imitation. The modern network society with its clustered structures changed innovation policy into active action. In this, the ecological cluster represents the latests phase in rural development and modernisation. The concept of "creative economy" has been introduced alongside and it is closely related to evolutionary economic science. In the study, grouping of the factor points yielded ten homogenous consumer groups. Five of these could be named as the main groups by using the sociological and anthropological description of the postmodern man.s life strategy: a wanderer (flaneur), a tourist, a vagabond, a gambler and a "telecity" man. All of these occupy their own special position when executing the structure of the entrepreneurial cluster. Seven key roles and role descriptions can be identified for the Finnish entrepreneur group of the ecological cluster by grouping the factor points. Out of these, the conventional groups are placed near the organising system (Organisers) in the analysis template. Often, the entrepreneurial groups or networks do not contain any other types and it is a question of Concluder Producers. The second group consists of multientrepreneurs (Product Champions) as relayers of experience. In many cases, these entrepreneurs have only recently diversified from agriculture and are starting businesses with various travelrelated products. Often they are also Thruster Organisers. Visionaries (Intrapreneurs) belong to a group of certain inner entrepreneurship and are a part of the reviewing development system of the cluster or acquirers of information (Advisers, Reporter Advisers). The ability of this group to operate with innovator groups is above that of the other groups and indispensable for integration of the cluster activities (Explorer groups). Free riders are a rather large group benefiting from the ecological image. Despite their passive operation they are important for directing the activities of the cluster and central in many .gateway. activities (= technology transfer and marketing). Independent entrepreneurs are near the conventional group and operate mostly in the promotor system (Explorer Promoter). The actual innovator group (Creator Innovators) represents about 10 % of rural entrepreneurs that have usually ended in the opposition. Technological and market gatekeepers with the task of maintaining reward systems (Upholder Maintainer) and controlling the entire cluster (Controllers) with the organising groups (Conventional Entrepreneurs) are needed to support this group in the cluster. The models following either the industrial growth pattern or the humanecological structures are emphasised in the network structures of the ecological cluster. In both network structures, openness is the only option for receiving and sending the global innovations required by the social "capital". This leads to increasing emphasis on multinational clusters and their ability to innovate rather than purely regional or national clusters. This applies to information producers (research), administration, financers and training organisations as well as the internal ability of small entrepreneurs to form networks and to receive information from the "right" level for managing their innovation policy.