“…Rather than merely making use of certain tools in a totally pre-established manner, the organizational players ascribe certain meanings to models, techniques and theories, to put them into practice in a specific manner, which manner is also affected by the power relations within the organization. Thus, the practical point of view on strategy aims to relate the activities and practices conducted by the individuals in the organization with their environmental context in a vertical analysis, as well as relating such activities (processes) with their results (content) in a horizontal analysis (WHITTINGTON, 1996(WHITTINGTON, , 2002a(WHITTINGTON, , 2002b(WHITTINGTON, , 2004(WHITTINGTON, , 2006WHITTINGTON, JOHNSON and MELIN, 2004;WILSON and JARZABKOWSKI, 2004;JOHNSON, LANGLEY, MELIN and WHITTINGTON, 2007), these results not being studied only from a financial standpoint.…”