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By analyzing discourses and dialects, this article aims to argue, in a critical manner the ethos that orients the bet on competitiveness. A dogma is found as fruit of a merchant society and, in a economized vision of the world and of life, competitiveness in not aware of the epistemological bases of the economy, sets all the bets under the profit maximization scope and profit increase, doesn´t bare in mind ethics, confuses value with price, has extended to all areas of society jeopardizing biological and cultural diversity. In contrast to the dogma, emerging strategies arise that challenge competitiveness, such as cooperation and collaboration, framed within the new paths that go further than development. For good-living, epistemologies from the south, post capitalism and sustainability.

El dogma de la competitividad frente a la utopía de la sustentabilidad: análisis crítico del ethos desarrollista y economicista