Reconciling conflicting predictions about transience and persistence of management concepts in management fashion theory and new institutionalism

Purpose Although drawing from neoinstitutional theoretical apparatus and ontology, management fashion theory is understood as a that explains the transitory nature of popular ideas practices while institutional their stabilization, persistence further institutionalization. In nutshell, it seems being opposed to each other, these two theories describe predict different, incommensurable diffusion trajectories organizational behaviour patterns. The purpose this paper unify competing perspectives. Design/methodology/approach This makes an attempt toward unification with new institutionalism by offering alternative understanding conceptualization change deinstitutionalization distinguishing emerging concepts already fashions. Findings Most never achieve popularity disappear few them massive media attention diffuse widely becoming Once have achieved wide forces would favor lead Institutional not existing in terms erosion, discontinuity or disappearance but decline its coverage focuses on fashionable concept. former gets institutionalized, occurs shifting institutionalization cycle restarts. prediction isomorphism irreversible tendencies thus can be unified MF about bell-shaped curves fashions’ popularity. Therefore, postulates predictions derived vice versa. Practical implications aims cover, generalize explain different various concepts, deducing propositions both theory. Theoretical methodological offered helpful future research fashions diffusion. Studies evolution concept benefit proposed categorization causal relationships between stages life cycle. Originality/value Unifying seemingly conflicting disparate perspectives views allows making organization more coherent explanatory power ontological commensurability. Following other mature sciences, we share same notion progress, namely, aim achieving demonstrating still reality.