Starbuck is critical of faddishness, and with good reason. Fads may come, and fads may go, but go they must-or must they? We took at the relentless pressure to publish in the top journals of Management Studies. There is no sign of decline, and yet such desperation to do something of value not because it is useful but because demand for it is great certainly satisfies the definition of fad. Is a fad that runs and runs still a fad? (C) 2009 Elsevier Ltd. All rights reserved
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