The diffusion of management fads: a popularization perspective

Purpose This paper aims to investigate the transience of management fads in the academic and the practitioner-oriented communities to shed light on their roles in the diffusion of fads. Design/methodology/approach This study traces the lifecycles of the following fads in practitioner-oriented and academic journals over more than 50 years: balanced scorecard, business process reengineering, design thinking, knowledge management, learning organization, management by objectives (MBO), matrix organization and total quality management (TQM). Findings Contrary to the academic-practitioner gap lamented in the literature, this study indicates no such gap regarding these fads in general, but finds differences in the intensity with which the fads are dealt with. The two communities stimulate, sustain and abandon fads collectively, as the lifecycles of most of the fads were found to mirror each other in both communities. This provides evidence of a contemporary form of popularization with a dynamic exchange of knowledge between academic and practitioner-oriented journals, rather than the traditional one-way transfer of knowledge from academia to practice. Originality/value This paper is the first to study multiple fads simultaneously in academic and practitioner-oriented journals in a historical comparison to investigate their roles in the diffusion of fads.