title: Community care: fracturing managerial frames.
abstract: 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.
authors.affiliation: Health Studies Department, Brunel University, Isleworth.
authors.forename: E
authors.initials: E
authors.lastname: Mathura
mesh_terms: D003153:Community Health Services / Q000458:organization & administration*; D015276:Health Care Rationing / Q000592:standards*; D006270:Health Facility Administrators / Q000523:psychology* / Q000592:standards; D006801:Humans; D008329:Managed Care Programs / Q000592:standards*