SWOT Analysis: A Management Fashion Perspective

Dag Øivind Madsen (1)

1 Buskerud and Vestfold University College

SWOT analysis has over a period spanning several decades enjoyed considerable popularity in the business community. In this paper management fashion theory is used as a theoretical lens to understand the history and evolution of SWOT as a management idea. The analysis shows that SWOT's evolution pattern diverges in several respects from that of other comparable management ideas. The findings from the analysis have several implications for research on SWOT and, more generally, management ideas and fashions.

Mots clés: SWOT analysis; management idea; management fashion; strategy tool

Domaines: Gestion et management; Economies et finances

Dag Øivind Madsen. SWOT Analysis: A Management Fashion Perspective. International Journal of Business Research, 2016, 16 (1), pp.39-56. ⟨10.18374/IJBR-16-1.3⟩. ⟨hal-01306102⟩