01128pab a2200145 454500008004000000100001700040245007400057260000900131300001200140362000800152520077100160650001500931700001900946773001700965180718b2001   xxu||||| |||| 00| 0 eng d  aBenders, Jos  aWhat's in a fashion? interpretative viability and management fashions  c2001  ap.33-53  aFeb  aBuilding and reacting on the most influential article on the topic, namely, `Management Fashion' by Abrahamson (Academy of Management Review 21(1), 1996), we propose that management fashions are best conceptualized as `the production and consumption of temporarily intensive management discourse, and the organizational changes induced by and associated with this discourse'.  This conceptualization allows us to take account of `interpretative viability', a certain degree of ambiguity about a fashion's content, and its consequences for the dynamics involved in the ongoing shaping and reshaping of a concept's connotations.  Our arguments are illustrated by drawing on a variety of empirical work on Business Process Reengineering in the Netherlands. - Reproduced  aManagement  aVeen, Kees van  aOrganization