THE SOCIAL TRANSFORMATION OF A POTENTIALY STRAEGIC TOOL IN A BRAZILIAN FAMILY ORGANIZATION

ABSTRACT

The purpose of this article is to understand the phenomenon of transformation of a software with the potential to be a strategic tool, by the social constructions of actors in a family organization. It is argued that strategic tools can be transformed by the social constructs of their articulated users in the contexts in which they are inserted. To understand the phenomenon of these changes in the strategic tools, discusses the theme of social construction in organizations, recognizing the implications of social specificities of family organizations. This research brought a phenomenological approach by the social world of Schütz. The locus of the study was a family organization of sales of commercial equipment sector in the state of Espírito Santo – Brazil. Data collection occurred from seventeen semi-structured interviews, participant observation and document research. Data analysis was inspired on the phenomenological method. The justification for this work is to contribute to filling research gaps about the transformation of strategic tools into “strategy making” in a socially constructed perspective, through theoretical and empirical articulations. As a result, issues such as the lack of preparation, the feeling, the reasons and interests’ networks, levies context of the legacies, attempts and maintenance of practices, the individual's life experience and organizational interests, among others, showed the transformation in tool were caused by the networks of motives and interests, both institutional and specific social actors, immersed in social constructions in context.

Key words:
Social Constructions; Strategic Tools; Phenomenology; Family Business