This essay puts forward a reflection at the intersection between business history and the research practice based on the construction of oral sources. Since the Nineties firm history has undergone radical changes, duly registered by the most recent reference instruments of the discipline. The A. summarises a few lines of such changes, starting from the statement of her own methodological choice. The aim is to understand if and how the discipline in question has faced the cultural turn undertaken by other contiguous research fields. The response is not univocal: although more critical approaches to firm and market studies have been growing in the empirical research of Business History under disparate pressures, their actual contribution still looks rather a potentiality than an accomplishment. Yet the A. argues that the new "open architecture" gives space to a research imagination in which oral sources can engender authoritative evidence in answering renewed questions and in catching promptly the implicit opportunities.
Keywords: Business history, oral history, methodology, cultural turn, firm, markets