"New Institutionalism", "Knowledge Management", "Actor-Network Theory", "eGovernment", "Balance Scorecard", "Corporate Social Responsibility": are these passing fads or future institutions? Perhaps they are fashions: lasting longer than fads, they may or may not become institutions. But if they are fashions, are they fashions in theories of fashions in the practice of management? And if they are fashions in theories, are they paradigm shifts or merely variations on universal thems? What is the source of such fashions - management practice, other fields of theory, politics, or popular culture? Why those and why now? Does management research always follow trends, or does it initiate trends as well? We address these issues , formulating both tentative answers and new questions