Adaptation and Context
Research Handbooks in Business and Management series
Edited by Anders Örtenblad
Chapter 23: Theory as fashion: what are management ideas for?
This chapter considers the relationship between theory generation and fashion. It pursues the idea that theories – in management or any other social science – aren’t only about being able to see the world more clearly, but are also items to be seen wearing. The usefulness of a theory is at least in part what it says about you, about your sophistication, intelligence or fashionability.
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