From the 1970s management has encountered seemingly endless external pressures and internal operational problems. In response managers have sought more knowledge and information about the structures and process of organizations. An expanded trade in 'ideas' that offer solutions, prescriptions and panaceas for effective management has developed. The trade has become increasingly faddish. The 1990s has seen more management writers criticize these fads and quick-fixes. This paper focuses on a recent contribution to this literature by Frederick Hilmer and Lex Donaldson (1996). These authors not only condemn the excesses of fads but also propose a thoroughgoing professionalization of management. There is much merit in their propositions. Nevertheless, it is argued in this paper that Hilmer and Donaldson misconceive the nature of the problem of management fads and fail to appreciate what professionalization of management involves.
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