A Rhetorical Theory of Diffusion

I use rhetorical theory to reconceptualize the diffusion of managerial practices. Spe-cifically, I argue that the diffusion of a practice depends on the discursive justifica-tions used to rationalize it. When such justifications are accepted and taken for granted, a practice reaches a state of institutionalization. Furthermore, I propose that changes in justifications and diffusion provide a basis for explaining institutional-ization as both a process and a state. I then develop several propositions from this model. The management field has witnessed the rise and fall of many managerial practices, includ-ing sensitivity training, quality circles, and re-