The tree and the forest

This book is a graduate work of the Master’s Degree in Management Sciences of Eafit, Medellin, Colombia. It attempts to discover how an observer, during the research process, illuminates and obscures some areas of organizational reality. It starts from the Pragmatics of communication, with the notion of Consigna, from the theory of the Three Lines of the philosophers Deleuze and Guattari and from Friedmann’s postmodern organizational science, to end up in a Reflexivity on the results of the field work, where the organizational culture of a Colombian company was observed.