abstract This paper develops an argument that leads to a vision of management research as a form of design science. Such an approach to research requires an inversion of the relationship between rigour and relevance. Giving primacy to the pursuit of rigour, as tends to be the current norm, de‐emphasizes the importance of relevance and leads to research that interests very few beyond the community of management scholars. We argue that we should re‐imagine relevance as a necessary condition for rigour and that this will lead to new forms of engagement with theory and practice that have the potential to create a new science of management.
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