Whatʼs in a name?

Naming as a management method

Abstract

By now many are familiar with the management fashion concept. The views on what constitutes successful management vary, and some management methods are popular for a short while only. It seems doubtful that organizations use transient popularity as an argument for adopting new management methods. Rather, organizations prefer to allude to their unique qualities. Perhaps processes are popular because, unlike procedures, they seem natural, not man-made. This in turn means that they cannot easily be classified as management fashions. Those subjected to process orientation or process management may view these management methods with suspicion, however, recognizing yet another reorganization. This article suggests that it is important for managers to give their management initiatives a unique name, like Lotta or Esther.