Resumen
This article seeks to analyze the epistemological and methodological features of discourse analysis in academic research in the field of strategy, offering an introductory look at the subject. Specifically, it seeks to raise critical reflection on the research strategy for problems that can be analyzed discursively; as well as planning and conducting interviews producing data appropriate to that type of analysis. The findings indicate that the application of discourse analysis is often difficult, but especially if the objectives of the work involved on the one hand the critical reason, and on the other the interest in exploring issues surrounding strategic decisions in an interpretative way, the results can bring significant understanding on cultural issues and meanings shared by executives and researchers.