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Community care: fracturing managerial frames

Health Studies Department, Brunel University, Lancaster House, Borough Road, Isleworth, TW7 5DU

Managers come to their task with their frames of reference — certain assumptions — a mind set. They wish to be seen as rational and consistent; to live rent-free in their comfort zones. There is the lure of 'Social Proof'; to act like others placed in a similar situation. Deviance is seen as counter-cultural. This approach is no longer tenable; the antiquity of an error is no reason for its continuance. The entrepreneurial manager must move from the concept of 'fit' — resources to match objectives — to one of 'stretch', which argues for a misfit between strategy and resources; between funding and aspirations. One must do more with less.

Key Words: Managerial frames • resources • strategy.

The Journal of the Royal Society for the Promotion of Health, Vol. 118, No. 1, 49-52 (1998)
DOI: 10.1177/146642409811800110


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