Moving sofas and exhuming woodchucks - On relevance, impact, and the following of fads

Continuing concerns about the relevance and impact of management research deserve reflection and response. In this article, the author considers ways to increase management research relevance, including rewards for relevance and mechanisms for inreach. The author argues, however, that management research is already quite relevant and that basic research and research that appears somehow ''artificial'' should not be sacrificed on the altar of relevance. Conversely, the author argues that seeking relevance by following fads creates an unfortunate and dangerous illusion of responsiveness. To enhance impact, the author suggests seeking channels for better communication of the relevance and applicability of management research as well as the presentation of management research to potential users in intrinsically appealing ways. This might require using more concrete examples and metaphors and telling better stories. It should not involve ''dummying down'' research reports or debasing the nature of the research process.