Management concepts often oscillate between transient fads and enduring practices. Predicting their evolution remains a key challenge in management research. This paper applies Management Fashion Theory to analyze the lifecycle of 'Agile Management,' a concept that originated in software development and has since permeated diverse organizational functions. Drawing on historical data, a literature review, and Google Trends analysis, this study identifies Agile Management's alignment with the characteristics of management fads: a catchy label, promises of performance improvements, interpretative flexibility, universality, and dissemination via rhetorical patterns.

The analysis shows that Agile Management has risen rapidly to prominence, with evidence of its widespread adoption and institutionalization in education and practice. However, its trajectory mirrors the typical lifecycle of management fads, peaking in popularity before signs of decline emerge. Despite this, some indications point toward its potential to transition into a sustained management practice rather than fading completely.

The results highlight the dual nature of Agile Management as both a compelling response to organizational challenges in a digital era and a concept vulnerable to overhyped expectations. The paper concludes by discussing the broader implications of management fads for organizations, emphasizing the need for critical evaluation to distinguish enduring value from transient appeal.