Search results

1 – 10 of over 1000
To view the access options for this content please click here
Article
Publication date: 28 June 2013

Paul Moxnes

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Journal of Organizational Change Management, vol. 26 no. 4
Type: Research Article
ISSN: 0953-4814

Keywords

To view the access options for this content please click here
Article
Publication date: 9 November 2012

Theodosios Theodosiou, Stavros Valsamidis, Georgios Hatziliadis and Michael Nikolaidis

A huge amount of data are produced in the agriculture sector. Due to the huge number of these datasets it is necessary to use data analysis techniques in order to…

Abstract

Purpose

A huge amount of data are produced in the agriculture sector. Due to the huge number of these datasets it is necessary to use data analysis techniques in order to comprehend the data and extract useful information. The purpose of this paper is to measure, archetype and mine olea europaea production data.

Design/methodology/approach

This work applies three different data mining techniques to data about Olea europaea var. media oblonga from the island of Thassos, at the northern part of Greece. The data were from 1,063 farmers from three different municipalities of Thassos, namely Kallirachi, Limenaria and Prinos and concerned the year 2010. They were analysed using the classification algorithm OneR, the clustering algorithm k‐means and the association rule mining algorithm, Apriori from the WEKA data mining package. Also, new measures which quantify the performance of the productions of olives and oil are applied. Finally, archetypal analysis is applied in order to distinguish the most typical/stereotype farms for each region and describe their specific characteristics.

Findings

The results indicate that organic cultivation could improve the production of olives and olive oil. Furthermore, the climate differences among the three municipalities seems to be a factor involved in production efficacy.

Originality/value

It is the first time that data from the island of Thassos have been analysed systematically using a variety of data mining methods. Also, the measures proposed in the paper in order to analyse the data are new. Furthermore, archetypal analysis is proposed as a method to extract sterotypes/representative farms from the dataset.

Details

Journal of Systems and Information Technology, vol. 14 no. 4
Type: Research Article
ISSN: 1328-7265

Keywords

To view the access options for this content please click here
Book part
Publication date: 5 January 2016

Abstract

Details

Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM)
Type: Book
ISBN: 978-1-78560-216-0

To view the access options for this content please click here
Article
Publication date: 11 February 2019

HakJun Song, So Young Bae and Heesup Han

This study aims to identify the structural relationships among the drivers of lovemarks (mystery, sensuality, intimacy, trust, reputation and performance), lovemarks…

Abstract

Purpose

This study aims to identify the structural relationships among the drivers of lovemarks (mystery, sensuality, intimacy, trust, reputation and performance), lovemarks (brand love and brand respect) and loyalty of a name-brand coffee shop.

Design/methodology/approach

To this end, a self-administered questionnaire survey was conducted, and after eliminating the outliers, a total of 401 data were analyzed using the SPSS and AMOS statistical packages.

Findings

The results of the current study indicate that both customers’ brand love and respect are positively related to their brand loyalty and sensuality, intimacy, trust among drivers of lovemarks directly affecting their brand loyalty, suggesting that the theory of lovemarks is useful to understand the process of generating brand loyalty. Moreover, it was revealed that reputation and performance are significant antecedents of brand respect, while mystery, sensuality and intimacy are important to explain brand love.

Practical implications

The present research informed that effectively dealing with two constituents of lovemarks (brand love and brand respect) are of utmost importance in building patrons’ brand loyalty. In addition, patrons’ cognitive and emotional experiences should be improved to boost the level of loyalty for a name-brand coffee shop.

Originality/value

This study made a contribution to the literature by conceptually and empirically evaluating lovemarks’ dimensions simultaneously in the name-brand coffee shop environment. In addition, this research was the first attempt to explicate loyalty formation for a name-brand coffee shop by using the lovemarks theory.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

To view the access options for this content please click here
Book part
Publication date: 14 December 2018

David F. Midgley, Sunil Venaik and Demetris Christopoulos

The aim of this chapter is to: (1) model culture as a configuration of multiple values, (2) identify different culture archetypes across the globe, and (3) empirically…

Abstract

The aim of this chapter is to: (1) model culture as a configuration of multiple values, (2) identify different culture archetypes across the globe, and (3) empirically demonstrate heterogeneity in culture archetypes within and across 52 countries. We use Schwartz values from the World Values Survey (WVS) and the archetypal analysis (AA) method to identify diverse culture archetypes within and across countries. We find significant heterogeneity in culture values archetypes within countries and homogeneity across countries, calling into question the assumption of uniform national culture values in economics and other fields. We show how the heterogeneity in culture values across the globe can be represented with a small number of distinctive archetypes. The study could be extended to include a larger set of countries, and/or cover a broader range of theoretically grounded values than those available in the Schwartz values model in the WVS. Research and practice often assume cultural homogeneity within nations and cultural diversity across nations. Our finding of different culture archetypes within countries and similar archetypes across countries demonstrates the important role of culture sharing and exchange as a source of reducing cultural conflicts between nations and enhancing creativity and innovation through interaction and integration in novel ways. We examine culture as a configuration of multiple values, and use a novel AA method to capture heterogeneity in culture values within and across countries.

To view the access options for this content please click here
Article
Publication date: 1 April 1986

Alf H. Walle

The increased attention being directed toward nonquantitative (so‐called relativistic) research designs within marketing has encouraged marketing's use of methods that…

Abstract

The increased attention being directed toward nonquantitative (so‐called relativistic) research designs within marketing has encouraged marketing's use of methods that were developed in the “softer” social sciences. Representative of such trends is Sidney Levy's use of mental‐structuralist mythological theory within the context of consumer behavior. This paper demonstrates how another school of mythology (Jungian analysis) can be used to deal with consumer behavior and the way consumers respond to certain advertisements. Although serious methodological problems exist in Jungian analysis, techniques that explore the impact of universal innate human thought upon consumer behavior can be useful. As a specific example, the “archetype” of the athlete and its relation to consumer behavior and product promotion will be discussed.

Details

Journal of Consumer Marketing, vol. 3 no. 4
Type: Research Article
ISSN: 0736-3761

To view the access options for this content please click here
Article
Publication date: 19 January 2010

Marylouise Caldwell, Paul Henry and Ariell Alman

The purpose of this paper is to explain how audio‐visual archetypal representations likely to engender emotional identification and consumer‐inquisitiveness by marketing…

Abstract

Purpose

The purpose of this paper is to explain how audio‐visual archetypal representations likely to engender emotional identification and consumer‐inquisitiveness by marketing professionals can be constructed.

Design/methodology/approach

The paper employs video‐ethnography involving the following steps: development of a typology of consumer archetypes based on a priori theory, screening for and identifying informants to exemplify each archetype, filming interviews in and around their homes, developing realistic audio‐visual representations of each archetype and assessing marketing practitioners reactions to the audio‐visual representations.

Findings

In response to the audio‐visual archetypal representations, marketing practitioners displayed a high degree of interest and emotional relatedness. The interest generated in the screenings motivated animated discussion and often a desire to better understand the consumers represented by each archetype. These heightened reactions contrast strongly with the relatively emotionally flat responses to traditional marketing research reports.

Originality/value

The paper demonstrates that carefully crafted audio‐visual representations of consumer archetypes are likely to engender a consumer orientation in marketing professionals and hence associate with improved marketing decision‐making. It explains that this situation is likely explained by audio‐visual media's superior capacity to foster experiential, emotional knowledge of others, and, the origins of consumer archetypes in the collective un/consciousness and/or widespread strongly embedded cultural beliefs, norms, and values.

Details

Qualitative Market Research: An International Journal, vol. 13 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

To view the access options for this content please click here
Article
Publication date: 25 February 2019

Sunil Venaik and David F. Midgley

This paper aims to identify the archetypes of marketing mix standardization-adaptation in MNC subsidiaries and to examine the relationships between MNC subsidiary…

Abstract

Purpose

This paper aims to identify the archetypes of marketing mix standardization-adaptation in MNC subsidiaries and to examine the relationships between MNC subsidiary strategy, environment and performance through the theoretical lenses of fit and equifinality.

Design/methodology/approach

The authors use a mail survey to collect data from MNC subsidiary business units located in multiple countries. They apply a novel archetypal analysis method to identify the diverse archetypes of marketing mix standardization-adaptation in MNC subsidiaries. Finally, through cross-tabulation and regression analysis, they examine the relationships between MNC strategy, environment and performance.

Findings

They identify four archetypes of MNC subsidiary standardization-adaptation including a new archetype that is not recognized in the literature. This analysis finds partial support for both fit and equifinality, suggesting complementarity between the two theories.

Research limitations/implications

The study could be extended with longitudinal data to examine the dynamics in MNC marketing mix strategy and performance in response to the changing business environment.

Practical implications

The findings suggest that MNC subsidiary managers could deploy a broader set of international marketing strategy configurations than those currently prescribed to enhance performance.

Originality/value

The authors use a novel configuration-based archetypal analysis method and extend the theoretical typology of international marketing strategies pursued by MNC subsidiaries. The partial support for both fit and equifinality expands the theoretical lens through which we can examine the relationships between MNC marketing strategy, environment and performance.

Details

European Journal of Marketing, vol. 53 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

To view the access options for this content please click here
Book part
Publication date: 17 September 2020

Cécile Rozuel

Guidance on the many questions of life can be found in stories and tales. These are carriers of a collective wisdom gathered by our forebearers which resonates deep within

Abstract

Guidance on the many questions of life can be found in stories and tales. These are carriers of a collective wisdom gathered by our forebearers which resonates deep within our minds and souls. The chapter builds upon C. G. Jung’s work on archetypes to reflect upon the pitfalls and challenges facing organisations and individuals who wish to improve lives. Two tales are introduced and discussed with a view to highlighting how lessons can be drawn from tales with practical implications for organisational life and for the implementation of meaningful change in relation to well-being inside and outside of work. The tales notably bring attention to the learning and maturing process of a consciousness overly identified with certain aspects of the archetypal masculine and outline how generative solutions need not be sought out far from home; instead, the undervalued wisdom of a grounded, earthy archetypal feminine are ready to be engaged with if only we open our mind and heart to her.

Details

War, Peace and Organizational Ethics
Type: Book
ISBN: 978-1-83982-777-8

Keywords

To view the access options for this content please click here
Book part
Publication date: 7 December 2016

Arch G. Woodside

Case study research frequently includes collecting and interpreting stories individuals tell about their lives and event that they believe that they know about. Chapter 3…

Abstract

Synopsis

Case study research frequently includes collecting and interpreting stories individuals tell about their lives and event that they believe that they know about. Chapter 3 discusses storytelling theory and describes case study research in consumer behavior of stories that consumers tell about buying and using products and services. Storytelling is pervasive through life. Much information is stored, indexed, and retrieved in the form of stories. Although lectures tend to put people to sleep, stories move them to action. People relate to each other in terms of stories — and products and brands often play both central and peripheral roles in their stories. To aid storytelling research in consumer psychology, this chapter develops a narrative theory that describes how consumers use brands as props or anthropomorphic actors in stories they report about themselves and others. Such drama enactments enable these storytellers to experience powerful myths that reflect psychological archetypes. The chapter includes findings from case study research that probes propositions of the theory. Implications for consumer psychology and marketing practice follow the discussion of the findings.

Details

Case Study Research
Type: Book
ISBN: 978-1-78560-461-4

1 – 10 of over 1000