Brand New Talk: Constructing Fashionability in a Consulting Trend

Andrew Greenman

International Studies of Management & Organization, 2008, vol. 38, issue 2, 44-70

Abstract: This paper provides an account, based on participant observation, of how "ethnography" was combined with futurist research to construct a fashionable consulting trend. The central problem addressed is what management fashion setting reveals about the struggle to legitimize the framing of business problems. It questions the efficacy of sequential models of fashion that, while helping to promote the study of management fashion, may require some updating with recent theories of cultural production and consumption. It concludes that management scholars should seek ways to engage in the process of fashion setting, as this provides a valuable site from which to study the contemporary production of management discourse.

Date: 2008
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DOI: 10.2753/IMO0020-8825380203

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