From Fashion to Virus: An Alternative Theory of Organizations’ Handling of Management Ideas
提出一种基于病毒隐喻的替代理论，解释组织如何处理管理思想，超越了时尚理论的采纳-拒绝二分法，整合了被忽视或看似矛盾的现象。
In contrast to management fashion theory, I develop an alternative theory of organizations’ handling of management ideas. Drawn from a virus metaphor, it offers a more complex and sophisticated concept of organizational idea-handling processes and outcomes than does fashion theory. Thus, reframing the phenomenon with a virus-inspired theory pushes analysis beyond the adoption-rejection dichotomy and bridges observations which, viewed from the fashion perspective, are either overlooked or may be interpreted as inconsistent.