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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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

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.

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.

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.

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.

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.

Aims to assist in improving managerial effectiveness by presenting a view of six different levels of functioning in organizations, together with a means of assessing how well an organization is functioning at each level. This assessment should enable managerial energy to be clearly focused on the most important aspects of an organization’s functioning. The model presented ‐ the “layered systems model” ‐ is intended to support and reinforce models and theories already subscribed to, and to provide an improved means of transforming managerial theory into practice. The model helps make sense of the complexity, ambiguity and contradictions involved in managing the everyday workings of an organization and in managing the processes of organizational change.

Organizational studies have been deeply influenced by three separate streams of research: the soft sciences; the hard sciences; and economics. This paper makes a case for an interdisciplinary approach, one that includes not only the social and physical and life sciences, but also methodologies that have a long history in mysticism. It illustrates how the similarities and relationships between depth psychology, in Jung’s theory of archetypes, and the “hard science” notion of complexity theory can reveal critical aspects of competition as expressed through capitalism. It also suggests that a methodology for accessing information about archetypes in general and capitalist competition in particular is through creative imagination.

This paper aims to develop a theoretical framework of archetypical customer roles in a self-service-based system by applying role theory to understand customers’ resource integration and value co-creation efforts in practice.

This study is based on a three-phase explorative case study of customers’ experiences of using self-service technologies at a furniture retailer. A total of 90 interviews were conducted.

Four archetypical enacted customer roles during value co-creation in a self-service-based system are identified: passive non-bothered, passive hesitant, active realist and active independent. Furthermore, it is shown that these roles shape how resources become.

The challenges facing our retail practice bear similarities with those in other contexts, e.g. financial and travel industries, government or public sector service settings, in which self-service technologies are becoming more common. Therefore, this study setting enables some tentative generalizations. The case study approach, however, limits the statistical generalizability of the findings.

The importance of understanding is that not all customers are well-equipped for co-creating value through self-service. By engaging customers and offering them guidance when they encounter difficulties in managing the value co-creation process, as well as viewing them as resource integrators and value co-creators, firms can help them enact more active roles.

The archetypical customer roles contribute theoretically to detailing how resource integration and value co-creation can be shaped by enacted roles, an influence that has not been explicitly proposed in empirical service research.

The purpose of the study was to assess the representation of different world views with respect to climate change in public opinion on the internet.

The authors conducted this world views analysis by means of a content analysis of publicly expressed opinions in the form of online lay reader comments to articles on climate change, published on Dutch newspaper web sites between August 2002 and December 2009. The comments were assigned to the world views of two typologies commonly used in ex ante assessment of climate policies. The classification of an online reader comment was based on world view specific keywords and positions on climate change.

From a set of 2,148 comments to 168 articles found on the web sites of 19 newspapers, 314 comments could be assigned to a particular world view. For both typologies, the distribution of comments over the different world views was highly uneven, with world views characterized as “climate sceptic” scoring more than 90 per cent of the assigned comments. The strong dominance of these “climate sceptic” world views was independent of year, newspaper, and scope of the article.

These findings are in stark contrast with the outcomes of public opinion surveys indicating that only a minority of the population has a preference for a “climate sceptic” world view. The most plausible explanation for this difference is that the contributors of online reader comments are not representative for the Dutch population at large. However, as internet-based opinions have a proven potential to strongly influence the opinion of the general public and politicians on climate change, the authors advise analysts to pay due attention to “climate sceptic” world views in ex ante assessment of the societal support for climate policies.

For a world views analysis, the study is unique both in its focus on internet public opinion and the data source used.