ABSTRACT
Management fashions diffuse within the institutional environment, including supply chains with partners and competitors, referred to by neo-institutionalists as organizational fields (DiMaggio, Powell 1983: 148) or macrocultures (O’Neill 1998). The actual concepts and solutions are however generated and promoted by a more specific group of organizations, described as the fashion setting community, the community of interrelated knowledge industries (Abrahamson 1999) or the fashion area (Kieser 1996: 23).
