Resumen
The research carried out on the following strategic phenomenon, for the most part, the guidelines of the functionalist paradigm. This production has its relevance in the scientific community, however, does not cover the strategy in all its complexity. In this scenario, it is intended to address the strategy from the assumptions of social phenomenology, an online research study focused on the action. Social action is the experience of the phenomenon. For this, research is carried out "for reasons" and "why reasons" present in strategic action. The relevance of this study is to address the strategy as a phenomenon that exists because of the social subject, which may show that its essence transcends the limits of individuality, because thinking is based on the phenomenological social awareness of the existence of the other. Held semi-structured interviews with fourteen strategists operating in cluster of furniture Bento Gonçalves, and the data analyzed according to the phenomenological approach of Sanders (1982). As a result, it follows that the "why reasons" are the 'becoming' and expertise, and the "for reasons": the search for freedom in corporate decision making and building a legacy. We conclude that the meaning of strategic action is not isolated, being linked to several factors related to the existential project of the strategist.