CREATING THE RIGHT IMPRESSION - TOWARDS A DRAMATURGY OF MANAGEMENT CONSULTANCY

This article adopts a novel approach by examining the activities of ma nagement consultants in terms of the dramaturgical metaphor. This is a useful framework within which to illuminate their activities since a number of service characteristics combine to create a context within w hich the key task of management consultants is to convince clients of their quality and value. Impression management is therefore a core fea ture of consultancy work. In this sense management consultants are vie wed as systems of persuasion creating compelling images which persuade clients of their quality and worth. This argument is illustrated with reference to the activities of executive search consultants.