Operational re-engineering?

How is it that managers concerned with achieving substantial improvements in performance and competitiveness are talking about Business Process Re-engineering and not Operational Research? It may not have much to do with managerial uncertainty about what Operational Research OR means, since it appears there is at least as much uncertainty in many managers minds about what re-engineering involves. Could it be that the term Operational Research does not describe the end result of Operational Research OR interventions in the way that re-engineering (OR TQM and JIT) does? Perhaps Operational Re-engineering should be talked about instead?