Pour une gestion du sociétariat : le cas du Crédit mutuel Anjou

<p>This article looks at the strategic path of a cooperative bank, Cr&eacute;dit mutuel Anjou. The bank&rsquo;s initial mission, called the &ldquo;political dimension,&rdquo; centered on the social concerns of individuals &ndash; facilitating access to credit at the best rates to improve the material and moral condition of individuals &ndash; has apparently eroded over time. In contrast, the management of banking activities, called the &ldquo;support dimension&rdquo; &ndash; facilitating the development and rationalization of the production and marketing activities of banking products and services &ndash; has been a major priority. The member has become a studied and targeted customer to whom products and services are offered according to practices that are comparable to those of capitalist banks. The author emphasizes the issue of regaining the legitimacy of a cooperative bank to distance itself from the commercial mainstream and minimize the risk of de-mutualization while reaffirming the central importance of serving members.</p>