The purpose of this paper is to explore the effects of archetypes on collective fantasies and covert ideations and argue that archetypal fantasies, dreams and emotions impact organisational performance all the way down to the bottom line.
The author maintains that role‐figures in fairy tales and mythology can teach us significant lessons about the management of organisations. The impact of the Hero archetype is elaborated in particular.
In order to manage hidden, yet important, dimensions of organisational life, the study of managerial behaviour should focus more on archetypal dimensions of human interaction.
The paper asserts that allowing scholars, management, and leadership practitioners to study organisational behaviour and cultural patterns from an archetypal perspective, offers prospects of more effective leadership and decision making.
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