Research in educational administration needs a coherent empirical base for a comprehensive, ecologically valid theory of administration. This paper describes Roger Barker's Behavior Setting Theory and promotes it as a broad-based conceptual framework for research on educational administration. (Author/TE)

This paper defends Gulick's and Urwick's "classical" principles of organization against March and Simon's influential attack 20 years ago. Citing the Doyle/Newbould case for marketing, the author contends that the significance of "myth" and "ritual" in ordering experience and action in educational organizations should be fully explored. (TE)