¿Son las modas administrativas actos de amor? Una reflexión a partir de la reingeniería

Abstract

This article seeks to describe the process of diffusion of “knowledge” “concepts” or “ideas” in the field of Management. The theoretical support comes from the “cycle of life” model proposed for the business fads (Byrne, 1992). In order to illustrate these processes of diffusion, the typologies suggested include: Emergence, growth, frequency, coverage, decline (declivity), disappearance. However, from an emotional point of view it’s possible to introduce an affective metaphor where the “cycle of life” of these fads can be assimilated to an act of love. The present work illustrates this hypothesis through a case, which corresponds to the word reengineering, not to the concept of reengineering. In Colombian reengineering was a name that described different concepts, even antagonistic. The study was made from the point of view of the supply, the organizations and professionals, specially consulting, who promoted their knowledge and application in Colombia. The study allows to establish a comparison with the existing typologies of business fads. The article suggests that in the process of the adoption of business fads predominates an affective logic instead of a rational approach.