Strategie organizzative e consulenza come pratica situata di costruzione sociale di conoscenza

The aim of this paper is to present the main results of a consultation understood like a situated practice dealing with the social process by which professional identity, organizational knowledge and cultures take form. The work underlines how organizational strategies grow up from the social texture of workplace exchanges, in which the practical and daily experience of each professional becomes the main and more relevant field for a making sense process: the interactions and conversations between internal and external stakeholders and social actors shape the incarnate production of ordinary social facts. The paper underlines the qualitative approach and the methodological devices used to achieve the production of situated knowledge concerned the context of a social firm, located in Valle d’Aosta, dealing with the challenge of brand positioning and innovation. By means of accounts and thick descriptions the paper aims to show how making organizational strategies can be analyzed as a situated social process, as a practice which acquires progressive stability from provisional and changing patterns.