Popular as this approach has been, in recent years it has attracted growing criticism from
theorists and researchers subscribing to a “natural selection” view of organizations. In their
opinion, the idea that organizations can adapt to their environment attributes too much
flexibility and power to the organization and too little to the environment as a force in
organizational survival. They advocate that we must counteract this imbalance by focusing
on the way environments “select” organizations and that this can best be done by analysis at
the level of populations of organizations and their wider ecology.