Until recently, much of the discussion regarding the type of organization theory
needed in management studies focused on normative vs. descriptive roles of management
science. Some authors however noticed that even a descriptive theory can have a normative
impact. Among others, management theories are used by practitioners to make sense of their
identity and roles in given contexts, and so guide their attitude, decision process, and
behavior. The sensemaking potential of a theory might in this view represent an important
element for predicting the adoption of a theory by practitioners. Accordingly, theories are
needed which better grasp the increased complexity of today's business environment in order
to be more relevant for practitioners.
This article proposes a multi-faceted perspective of organizations. This implies leaving
a simplistic view of organizations and building a 'cubist' conception. Picasso's cubism
paintings are characterized by the use of multiple perspectives within a single drawing.
Similarly, I argue here that managers must learn not only to add multiple responsibilities in
their work, but to develop an integrated conception of their managerial identity and of their
organizations in which the multiple social and economic dimensions are enmeshed. Social
entrepreneurship is discussed as illustration of typical multi-faceted business.