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MANAGEMENT BOOK REVIEW COMMUNICATION QUARTERLY FEBRUARY
Management Communication Quarterly
DOI: 10.1177/0893318902238902
2003; 16; 459 Management Communication Quarterly
David Collins
London: Routledge, 2001, 224 pp., £55 (hardcover), £18.99 (paperback).
Book Review: Management Gurus And Management Fashions: A Dramatistic Inquiry, Brad Jackson,
The online version of this article can be found at:
Published by:
can be found at:Management Communication Quarterly Additional services and information for
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? 2003 SAGE Publications. All rights reserved. Not for commercial use or unauthorized distribution.
at PENNSYLVANIA STATE UNIV on February 12, 2008 Downloaded from
10.1177/0893318902238902REVIEWMANAGEMENT COMMUNICATION QUARTERLY / FEBRUARY 2003BOOK R VIEW
Book Review
MANAGEMENT GURUS AND MANAGEMENT FASHIONS:
A DRAMATISTIC INQUIRY, Brad Jackson, London: Routledge,
2001, 224 pp., £55 (hardcover), £18.99 (paperback).
This novel and interesting book is, in Jackson’s own words, a
product of the cottage industry that has grown up around manage-
ment’s gurus over the past few decades. Yet if this is a cottage
industry, it must be a house with many rooms because as the author
acknowledges, management’s gurus have been subjected to a
diverse range of commentaries and critiques. Indeed, it is worth
noting that Jackson’s “cottage industry” has produced commentar-
ies on management’s gurus that range from the hagiologic through
the apologetic to the downright apoplectic (Collins, 2000).
Reflecting on these contributions, Jackson’s analysis of manage-
ment’s gurus begins by noting that (much to the chagrin of acade-
mia) the gurus of management have retained an avid following
despite the attacks that have been launched on “guru theory”
(Huczynski, 1993). In addition, he argues that our scholarly appre-
ciation of the management advice industry has been restricted by
academic and critical commentarie
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