In mid-2020, the World Economic Forum (WEF) announced the Great Reset, an initiative launched to assert, describe, and shape the direction of an epochal transition brought about by the global coronavirus crisis. Rooted in a European tradition of social theory, this article aims to articulate the broader social context of this scenario and pinpoint its implications for management and organization theory. One of these implications is that our fields face a significant risk of co-performing rather than studying the looming “great transformation” from an economy-to a health-dominated society, thus merely replacing one reductionism with another. It follows that what is required are management and organization theories that analyze rather than ride the macro social trends that shape organizations and their environments. The article concludes that if crises are the golden moments of alternative mainstreams, then for those interested in alternatives to the emerging “new normality” the golden moment to develop the next alternative mainstream theories is now.

2020 年年中，世界经济论坛 (WEF) 宣布了“大重置”，这是一项旨在断言、描述和塑造全球冠状病毒危机带来的划时代转型方向的倡议。本文植根于欧洲的社会理论传统，旨在阐明这种情景的更广泛的社会背景，并指出其对管理和组织理论的影响。其中一个含义是，我们的领域面临着共同执行的重大风险，而不是研究从经济到健康主导社会的迫在眉睫的“巨大转变”，从而仅仅用一种还原论代替另一种还原论。因此，需要的是分析而不是驾驭塑造组织及其环境的宏观社会趋势的管理和组织理论。下一个替代主流理论是现在。