Who Put the Con in Consultancy? Fads, Recipes and ‘Vodka Margarine’
批评了与管理咨询业建设性接触的呼吁，认为若仍执着于揭穿和仅关注咨询生产，则无助于理解管理咨询的复杂性；转而强调关注咨询消费和用户，探讨为何用户会将商业流程再造转化为全面质量管理。
This article assesses the merits of analyses that have called for a more developed and constructive engagement with the management advice industry. It argues that attempts to reconstitute academic interest in the advice industry will do little to improve our appreciation of the complex and mediated nature of management advice so long as these (i) remain tied to a debunking agenda and (ii) focus exclusively on the production of advice. Accordingly, the article refocuses attention on the consumption of management knowledge and on the users of advice. Directing attention to the users of recipes and cookbooks the article argues that a more constructive relationship with management practitioners awaits those who can conceive of the reasons, circumstances and processes that might translate business process reengineering (BPR) into total quality management (TQM) and ‘brandy butter’ into ‘vodka margarine’.