Busting Buzzwords

Both marketing and management  depend heavily on the use of buzz words. While marketing uses them mainly to draw attention on a subject for which a product shall be sold for, the use in mangement is mostly owed to the fact to find simple and commonly understood names for a category of complex topics. Both uses are legitimate but like with every misuse of words the problem pops up when the word is used in a wrong context and denominates the wrong subjects.