This article deals with the organizational emergence issue and the competitive rules formation. Through the illustration of the french organic farming genesis and morphogenesis, we firstly consider an endogenous analysis based on the sociological theoretical approach (ASO - Analyse Sociologique des Organisations developed by M. Crozier and E. Friedberg), where organizations take place as the result of social forces, social relations and power games. Secondly, we propose to study the organizational phenomenon by introducing actors’ projects. This alternative approach (a “projective approach”) allows to develop a time-based perspective, which takes into account both political, ethical and economical dimensions in productive project. It views organizational emergence and evolution as the comprehensive meeting and understanding of actors’ productive projects.