Management Theory: Jungle, Myth, or Hoax?

Two stories, revolving around the metaphors of jungle and myth, dominate accounts of mainstream management theory (MMT). An alternative metaphor, the hoax, is proposed as an alternative. Drawing parallels with the fable of the Emperor’s New Clothes, the analysis revives an explicit engagement of metaphors to theorize MMT as a phenomenon of interest. Four features of hoaxes relevant for theorizing MMT are proposed and explicated: mendacity; fantasies of control; stifling critical reflection; and normalized cynicism. The relevance of the hoax metaphor is further demonstrated by addressing its status as theory; its relevance to the study of “grand challenges”; the possibility of reconciling MMT and critical management studies (CMS); and the future of management education.