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The Goose that Laid the Golden Egg?: A Rhetorical Critique of Stephen Covey and the Effectiveness Movement

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  • Bradley G. Jackson

Abstract

Through his best‐selling book, The Seven Habits of Highly Effective People (1989, Simon & Schuster), and subsequent publications, Stephen Covey has established himself as the pre‐eminent management guru in North America. While there are clear similarities between the ‘Effectiveness’ movement he has spawned and competing organizational improvement programmes such as excellence, TQM, and re‐engineering, there are also some important differences in how this movement has been rhetorically constructed, the manner in which it has been organized and the ideological roots upon which it is based. The paper draws on Ernest Bormann's fantasy theme analysis to develop a distinctively dramatistic rhetorical critique of this movement. Three primary fantasy themes are identified that, it is argued, underpin the rhetorical appeal of Covey's work to the individuals who follow and the organizations that sponsor him. The paper lends further support to the emerging argument that, in order to properly appreciate the broad appeal of gurus in management and other fields, we need to better understand how their work resonates with the material, existential and spiritual needs of individuals that are peculiar to the late modern age.

Suggested Citation

  • Bradley G. Jackson, 1999. "The Goose that Laid the Golden Egg?: A Rhetorical Critique of Stephen Covey and the Effectiveness Movement," Journal of Management Studies, Wiley Blackwell, vol. 36(3), pages 353-377, May.
  • Handle: RePEc:bla:jomstd:v:36:y:1999:i:3:p:353-377
    DOI: 10.1111/1467-6486.00140
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    Cited by:

    1. Nanette Monin & David Barry & D. John Monin, 2003. "Toggling with Taylor: A Different Approach to Reading a Management Text," Journal of Management Studies, Wiley Blackwell, vol. 40(2), pages 377-401, March.
    2. La Torre, Matteo & Dumay, John & Rea, Michele Antonio & Abhayawansa, Subhash, 2020. "A journey towards a safe harbour: The rhetorical process of the International Integrated Reporting Council," The British Accounting Review, Elsevier, vol. 52(2).
    3. Françoise Dany, 2003. "Cadres et entrepreneuriat. Mythes et réalités Actes de la journée d'étude du 6 juin 2002," Post-Print hal-03720398, HAL.

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