This article is a reflection on why the 2007-2009 financial crisis was largely ignored by organization theorists, in particular, institutional theorists. The general lack of engagement with the events that transpired in this period of turmoil is surprising given their potential to inform the ongoing inquiries into the dynamics of organizations, markets, communities, and society in general. Given corporate excesses that led to the crisis, it is difficult to imagine how life could go on as usual for organization theorists. Losing the forest for the trees is no longer an option. Nor is continuing to act as a cheerleader for big business. Who knows, the time may even have come to turn prescriptive!
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