2024 arrest and later release activist Paul Watson, the founding father of the NGO Maritime Shepherd, who is fighting to protect the ocean biodiversity, emphasized department between two opposite camps. There are those that want to remain faithful DNA of non -governmental organizations Continuing the practice of strong activism against poaching countries, and those that consider that there are too much to remain confrontational and are in favor of more measured actions to institutionalize the non -governmental organization. This opposition reflects the dilemma, which faces many “pirate organizations”, the concept introduced by scholars Rudolph Durand and Jean-Shippe Vergne.
What are pirate organizations?
Pirate organizations are defined by three key features.
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Develop progressive activities by using legal gaps
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defend the “public case” of supporting neglected communities, which in turn support them
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By introducing innovations that meet specific social needs, disturb the monoples and contribute to the transformation of economic and social systems
However, to effectively do these items, pirate organizations must grow to be justified. The organization is considered justified when its different audiences (customers, media, state, etc.) consider their actions desirable in accordance with the dominant values, norms and regulations. The ID is built in a process known as legitimacy. In the case of pirate organizations, this is particularly difficult because they are often seen each as illegal and illegal by the state and recognized industry players. These actors exert pressure to maintain legitimacy. So how do pirate organizations build their ID? We examined this query in the emblematic case of Heetch.
Case study of the pirate organization
Heetch is a French urban transport start began in 2013, when its founders noticed this “Young people in Paris and his suburbs are fighting to travel at night due to the lack of appropriate options”. They decided to create a driving platform connecting private drivers with passengers.
This business model, based on the principles of “sharing economy”, entered the taxi monopoly and the regulated sector of skilled vehicles with a chauffeur (VTCS). Despite the challenges, Heetch progressively built his ID through three separate phases, responding to pressure in alternative ways.
Stage 1: “Secret pragmatism” (2013-2015)
When Heetch began in 2013, a conflict appeared in the urban transport sector. On the one hand, there have been latest applications for VTC services (such as Uber) and private control platforms (such as Uberpop and Heetch); On the other hand, there have been traditional taxis and their booking departments (such as G7). The latter, together with the government authorities, began to exert pressure to close applications, and Uber received most of the media.
In this phase, Heetch accepted the strategy “Secret pragmatism”. The start-up avoided direct confrontation and remained “under the radar” of the media. This approach is similar to “Bootlegging” – Hiding progressive activities at the early stages. Heetch built a pragmatic ID among direct recipients, using informal techniques such as the oral word. However, his ID remained limited because it served control over the media and without the state approval.
STAGE 2: “Tipper activism” (2015-2017)
In June 2015, taxi drivers organized mass protests against “Unfair competition” Created by latest driving applications. Paris police spent the police No application -like applicationsin this Heetch‘S.
While Uber closed Uberpop, Heetch used the legal gap – his name was not clearly listed in the ban – and continued activity. In response, the state fell into Heetch: about 100 drivers were placed in police detention, and the founders were called to court, in the face of the allegations “Illegal to facilitate contact” with drivers, “Co -lens in unlawful taxi operations” and “misleading trade practices”.
Heetch reacted, engaging “Tipper activism”. The founders commented in the media to defend their service, emphasizing its public utility, especially for young suburban residents Mobility at night. The start-up generated noise, releasing Satirical video containing modified images of political characters in their youth. Heetch used his pragmatic ID, already established in his community, to obtain a media ID among people, including journalists and decision -makers. The organization gained public recognition, but also met with growing legal battles.
Stage 3: “Harthed radicalism” (2017-present)
In March 2017, the court ruled against Heetch, considering illegal. Heetch temporarily suspended his service, but two weeks later he’ll launch a latest business model employing skilled drivers. Two months later, Heetch tried to restore private drivers, but after additional legal actions after six months he abandoned this approach to focus only on legal transport services.
Heetch practiced during this phase “Hardified radicalism”. The company integrated with the system, continuing it “fight” In a more moderate way, avoiding direct confrontation with state and industry players. Adopted three key strategies:
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compatibility – respecting the law
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compromise – balancing a transport service with a public mission
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manipulation – lobbying to influence the rules
Thanks to this approach, Heetch secured an regulatory ID, while strengthening his existing pragmatic and media ID. The company was recognized by the French government and included in French Tech 120 AND Next 40 Programs for the most promising start-ups in the country. He also became The first riding platform for starting to achieve the status of “company managed by the mission”.
Is “piracy” a growth accelerator?
Ultimately, our study emphasizes the value of piracy as a strategy for starting the development of an organization that serves a public case. By adopting this approach, pirate organization can increase system changes to solve social or environmental challenges.
Having said this, piracy has an inseparable risk: at some point it should probably have a justified crisis caused by the resistance from the monopolies or public authorities. Paul Watson’s recent fights are a will. As he put it: “You can’t change the world without making waves”.