This article’s objective was to investigate the relationship between strategic practices and context properties enacted by directors of a Protestant Church in Curitiba. Churches are considered highly institutionalized environments. Data collection was conducted through in-depth interviews to compose a body of text, which was then analyzed by content analysis using the software ATLAS.ti. The empirical findings show that there is equifinality of strategic practices, because different actions are employed to reinforce the same properties of a collectively enacted context. These practices were centered mainly in: (a) communication and (b) relationships with congregants. It can be concluded that these strategic practices support and are recursively sustained by the relationships among three main socially constructed (enacted) properties: (a) Contextual pressures; (b) the Bible, and (c) Denominational Offices.
environment; practices; strategy; Protestant Churches; content analysis
