Karl Weick's creative approach to organizing is gaining increasing influence in the academic world. Additionally, with the great success of In Search of Excellence, which was heavily influenced by Weick's ideas, his concepts are receiving prominent attention at managerial levels throughout the private and public sectors of the economy. Because of this prominence, Weick's theorizing requires critical review, particularly with regard to his subordination of the importance of purpose in organizing activity. Weick's concepts lead to a one-sided behavioral view that ignores essential questions of organizational purpose and morality. A complete model of organizing requires attention to the administrative function as a moral endeavor.
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