The timeless words of Mahatma Gandhi, “Be the change that you wish to see in the world,” resonate profoundly, underscoring the pivotal role of individual initiative and responsibility in driving transformation within societies and organizations. Heraclitus’s observation that change is the only constant, and Darwin’s insight on the survival of the most adaptable, further reinforce the necessity for organizations to evolve in response to external pressures. These pressures include new trends, demographic shifts, regulatory demands, globalization, intense competition, and concerns over corporate credibility. Boeing’s transformation under CEO Philip M. Condit exemplifies how organizations can successfully navigate these challenges by embracing change, not as a threat, but as an opportunity for growth and renewal. This narrative underscores the critical role of adaptability and proactive change management in ensuring organizational resilience and success.

The turn of the millennium marked a significant period of transformation for Boeing under the leadership of CEO Philip M. Condit. Drawing inspiration from the ground-breaking changes at General Electric (GE) led by Jack Welch, Boeing set its sights on a series of organizational changes aimed at fuelling growth and revitalizing its culture. This ambition mirrored a broader trend in the business world, where companies increasingly look to successful peers as models for driving their own change initiatives.

Mimetic Isomorphism

Boeing’s transformation strategy exemplifies mimetic isomorphism, a concept from neo-institutional theory suggesting that organizations often emulate the practices of others perceived as successful. This phenomenon is not limited by sector boundaries and encompasses various practices from restructuring and culture shifts to the adoption of high-performance standards. Boeing’s initiative reflects a widespread belief in the value of borrowing proven strategies to catalyze growth and innovation.

Management Fads

The lure of management fads is a potent force in organizational change, promising a shortcut to professional and progressive management. However, the efficacy of these trends is subject to debate. Eric Abrahamson notably criticizes the lack of solid research underpinning many of these fads, pointing out that while some organizations find value in adopting new trends, others suffer negative consequences from ill-suited practices like downsizing. The controversy highlights a critical gap between the promise of management fads and their real-world impact.

Tailoring Change

The mixed outcomes of management fads underscore the necessity of tailoring change initiatives to fit the unique context of each organization. Rarely does a one-size-fits-all approach yield the same success across different companies. This reality complicates the process of mimetic isomorphism, as organizations struggle to replicate the success of their models accurately.

Skepticism and Innovation Cycles

Management fads often follow a cyclical trajectory of initial enthusiasm followed by skepticism. Media and academic hype contribute to inflated expectations, which, when unmet, lead to disillusionment and the quest for the next promising idea. This cycle underscores the transient nature of management fads and the importance of critical engagement with new trends.

Birkinshaw’s Approach to Management Fads

Julian Birkinshaw proposes a more measured approach to navigating the landscape of management ideas. He advocates for patience, understanding the underlying logic, looking for empirical results, and experimenting within one’s organization before fully committing to a new management trend. This pragmatic stance encourages managers to critically evaluate new ideas rather than adopting them wholesale.


The exploration of fashion in organizational change, as illustrated by Boeing’s transformation, underscores the complexity of adopting new management practices. Success requires more than just the implementation of popular ideas; it demands careful consideration, adaptation, and experimentation. Managers should approach new management trends with a critical eye, ensuring that they align with their organizational context and objectives to foster meaningful and sustainable change.

Guidance Instructions for Next Part

Deep Dive into Case Studies: Analyze specific case studies of organizations that have successfully implemented change by tailoring management fads to their unique contexts.

Interview Insights: Incorporate insights from interviews with industry leaders who have navigated the adoption of management fads, highlighting the challenges and successes they experienced.

Future Trends Analysis: Explore emerging trends in organizational change and management fads, including digital transformation and AI, to provide readers with a forward-looking perspective on the next wave of innovations.

Prof. DR. Prahlada N. B
6 February 2024

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