Contradiction, circumvention and instrumentalization of noble values: How competition undermines the potential of alternatives

International audience; Recent studies have shown that alternative organizations are particularly exposed to the risk of losing ‘their soul’ or their capacity to put into practice their original ends when they compete with capitalist companies. But what happens when an alternative organization competes exclusively with another alternative organization? This article addresses this question using a unique and ‘revealing’ case, in which two mutual insurance organizations compete structurally and directly with each other and propose the same products to the same target population, at the same time and same place. The case shows in concrete terms how competition can undermine the integrity of alternative organizations and expose them to a dissociation between ends and means by leading them to: (1) adopt ‘dirty’ practices that are incoherent with their founding purpose, (2) circumvent the coherent practices that have been specifically designed to reach their alternative ends, and (3) instrumentalize their alternative ends and turn them into means of coping with competition. Furthermore, the case shows how the dynamic of structural and direct competition, because of its ‘captivating’ nature, may prevent local actors from ‘denaturalizing’ or questioning these incoherent practices. This study suggests that any action aimed at promoting alternative organizations requires taking due account of the competitive environment in which local actors of alternatives are placed and which can seriously undermine their emancipatory potential.