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A World of Standards$
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Nils Brunsson and Bengt Jacobsson

Print publication date: 2002

Print ISBN-13: 9780199256952

Published to Oxford Scholarship Online: January 2010

DOI: 10.1093/acprof:oso/9780199256952.001.0001

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Standardization and Fashion Trends

Standardization and Fashion Trends

(p.151) 11 Standardization and Fashion Trends
A World of Standards

Nils Brunsson (Contributor Webpage)

Oxford University Press

Great uniformity can exist across space but a small one across time. Many actors share similarities in each period but the characteristics that are similar are not stable. Instead, these characteristics are different in different periods. The combination of a high degree of uniformity in space and diversity or variation across time is commonly known as fashion. In this chapter, it is called fashion trend, which may refer to clothing style or car model and be ultimately concerned with aesthetics. Fashion trends also exist in other areas that are usually considered more technical, such as techniques used to achieve certain goals in business, politics, or child care. Fashion trends may result from standardization; change occurs when adopters of standards begin to do things differently after a time. The chapter discusses the cropping-up model of organizational forms, reforms, and discourse.

Keywords:   standardization, fashion trends, standards, organizational forms, reforms, discourse, cropping-up model

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