Sociology of management metaphor

In the article, management metaphor is considered as a tool for professional verbal thinking of a manager. The results of a questionnaire survey of teachers of management disciplines and students are presented, indicating a lack of consensus regarding the advisability of using metaphor as a form of thinking that promotes the transfer and assimilation of knowledge. From the standpoint of the theory of generations, confirmation of the truth of the hypothesis about the need to consider personal understanding and association in the «birth» and interpretation of metaphors was obtained. It is concluded that it is necessary to disseminate convincing and imaginative management metaphors, and to use the entire arsenal of ways for management to «support» the formation of the necessary perception of the meaning of management metaphors among employees.