Managers as Marionettes? Using Fashion Theories to Explain the Success of Consultancies

Alfred Kieser

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Management and Organizational Studies Management and Organizational Practices Management Theory and Practice

Abstract

Abstract The consulting market is exploding (Ernst and Kieser 2002). In industrialized coun tries the revenues of consultancies grow yearly by 10 to 30 per cent (EDU 1998; Hasek 1997; Rassam and Oates 1991). The market for management books, seminars, confer ences, magazines, etc.-the market of management fashions-is also exploding. It is a central hypothesis of this chapter that the correlation between the two markets is not coincidental. It is shown that by producing management concepts, some of which succeed in becoming management fashions, consultancies are able to create a demand for their services. First, an attempt is made to clarify what a management fashion is.

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