Thearticle is beginning with a story: when asked to recommend some academic articleson management, author worried that these articles may not be as useful as articleson science.

Thecore question in this article is: writing for real manager is difficult foracademic researchers. Why? Academic articles focus on comparability,statistical significance, and theoretical principle that managers don’t careabout, and want to know how to solve specific problems quickly.

Thereare 4 approaches to overcoming the challenges.

1﷒.Say something different.

2﷒.Show how things arechanging and developing.

3﷒.Show how current managementpractice get stuck.

1.Social phenomena are dependent on interactional accomplishments

Author indicates that social phenomena are dependent on interactionalaccomplishments. He demonstrates why academic articles have not yetbe as useful as articles on science.

2.Use epistemology

Author argues that people can gain knowledge on the basis of either appliedtheory, or large scale empirical analysis.

3.Metaphor

Just as the titlesaid, Zebras, Dogs, Lemmings, Hammers, and Turnips, this article uses lots of metaphors to demonstrate the complex ideas.