Re‐Engineering the Sense of Self: the Manager and the Management Guru

Conventional explanations of the enormous popularity of management gurus have centred on the need for managers to find relatively quick and simple solutions to their organizations' complex problems and the gurus' adeptness with marketing technology to promote these solutions. A few writers have also recognized the role that management gurus play in responding to managers' needs to make sense of themselves. Management gurus appeal to the manager's social or externally directed esteem needs by legitimating and celebrating the manager's role in society. the spiritual and charismatic quality of the gurus' work resonates with the manager's personal or internally driven needs by providing a sense of hope and purpose. The relationship between the management guru and manager is further explored with an analysis of the rhetorical techniques employed by the two leaders of the re‐engineering movement, Michael Hammer and James Champy. Adopting a dramatistic or dramaturgical perspective, I describe how these writers skilfully manipulate the managers'sense of themselves to provide a compelling rationale for launching or supporting a re‐engineering initiative within their organizations. the inherent dramatic appeal of the re‐engineering process is an important reason for the movement's phenomenal popularity and, paradoxically, its lack of universal success.