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The purpose of this paper is to define a new methodology for designing corporate learning for a global audience and to provide a case study of that methodology in action. The Global Learning Archetypes approach adapts well-established cultural preference models and combines them with insightful learning models. The result is three primary Global Learning Archetypes and six secondary archetypes that allow training to be designed once and used around the world.

The Global Learning Archetype approach was created by evaluating well-established global cultural preferences models, integrating them with a proprietary learning criteria model, and developing a model for rapidly and cost-effectively creating learning for multiple geographies. Additionally, a case study illustrates both the challenges and successes when implementing this model in a large global corporation.

Most organizations create global learning either by creating content in their “home” location and then adapting it for other locations, or by distributing a single version of content and trusting local facilitators to provide context for it. The first method is expensive and time-consuming; the second method is risky and unreliable. The Global Archetype method provides for creating learning interactions that are appropriate for multiple geographies in a single effort.

Most large organizations are global, and smaller organizations increasingly have a global footprint. According to Fortune Magazine, the Fortune Global 500 are headquartered in 37 different countries and do business in over 150 different countries. An Institute for the Future/Intuit study notes that by 2018, half of all US small businesses will be involved in international trade. CSA Research observes that businesses spend about US$31 billion a year on localization. A method for providing global learning in both an impactful and cost-effective way is clearly necessary.

The Global Learning Archetypes method is comparatively new, but it draws from well-established and well-vetted content on worldwide cultural preferences and on effective learning criteria. As such, it is a valuable synthesis of the proven and the innovative. Far more than a conceptual model, the Global Archetypes have been used by some of the largest organizations in the world; a case study of one such implementation is provided in this paper.

This paper explores the effect of individual information technology culture archetypes on the perceived ease of use and perceived usefulness of e-banking customers.

A multi-stage approach was used. First, a cluster analysis was performed (based on a survey of 360 Algerian bank customers). Second, a multiple regression analysis was assessed to test the hypotheses.

The cluster analysis reveals five IT cultural groups for e-banking customers: dangerous, dodgers, compliant dodgers, disenchanted and addicted customers. A mapping of these archetypes is then proposed and tested. The multiple regression analysis shows that the dangerous IT culture archetype exhibit the highest level of perceived ease of use and perceived usefulness beliefs when the dodgers show the lowest one.

This study is limited in that it adopts a relatively small convenience sampling in Northwest Algeria. Furthermore, enriching the model with other antecedents could be of use. However, it clarifies the issue of whether the same IT culture archetypes can be found in different contexts and show that the IT cultural archetypes list is not exhaustive.

The study contributes to the existing knowledge on e-banking adoption in developing countries and provides Algerian banks with some crucial elements.

This paper is one of the first to investigate the impact of IT culture archetypes on e-banking adoption. It (1) identified five IT culture archetypes, (2) proposed a mapping of these archetypes, (3) reinforces the use of the spinning top model and (4) goes further as it applies it in a new context (developing country) and industry (banking).

This paper seeks to address the following two research questions. RQ1: What are the influential user archetypes in the social question-answering (SQA) community? RQ2: To what extent does user feedback affect influential users in changing from one archetype to another?

Based on a sample of 13,840 influential users drawn from the Covid-19 community on Zhihu, the archetypes of influential users were derived from their ongoing participation behavior in the community using the Gaussian mixture model. Additionally, user feedback characteristics such as relevance and volume from 222,965 commenters who contributed 546,344 comments were analyzed using the multinomial logistic regression model to investigate the archetype change of influential users.

Findings suggest that influential users could be clustered into three distinctive archetypes: touch-and-go influential users, proactive influential users and super influential users. Moreover, feedback variables have various impacts on the influential user archetype change, including a shift toward creating higher-quality content and fostering increased interaction, a shift toward generating lower-quality content and decreased interaction but improved speed and having mixed effects due to differences in information processing among these archetypes.

This study expands the existing knowledge of influential users and proposes practical approaches to cultivate them further.

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.

The main thesis here is that the stories that some brands tell to consumers enable consumers to achieve archetypal experiences. Examining the stories consumers tell in natural contexts involving shopping for and using brands informs explanations of associations of archetypes, brands, and consumers. The study advances the use of degrees-of-freedom analysis (DFA) and creating visual narrative art (VNA) as useful steps for confirming or disconfirming whether or not the stories consumers tell have themes, events, and outcomes that match with the core storylines told by brands. As a proposal, an extension of thematic apperception tests (TATs) is relevant in applying the DFA to brand-consumer storytelling research. The study includes a review of early work on TATs, DFA, archetypal theory, and how brands become icons. The study's theory, method, and findings provide useful tools for brand managers and researchers on issues that relate to psychology and marketing.

Purpose: This chapter aims to study the organizational challenges that arise from a hybrid character of organizations. Using a taxonomy of hybridization, based on the societal triangle, we provide a more comprehensive understanding of challenges that different archetypes of hybrid organizations face. This research focuses on enterprises providing private goods. Methodology/Approach: First, a taxonomy of hybridity is introduced based on the societal triangle of state, market, and society. Based on a literature search, we selected 75 articles to determine the main organizational challenges for the four hybrid archetypes. The organizational challenges are clustered in five themes: mission and balancing divergent goals, leadership, hiring and employee involvement, accounting and financial issues, and future outlook. The themes are discussed with 17 case organizations including social-oriented enterprises (SEs), as well as profit-driven enterprises that have moved toward different levels of hybridity. Findings: Our findings emphasize that different kinds of hybrid organizations face different kinds of challenges but also handle them differently. For SEs, the main challenges are related to financial value creation and future outlook, while for profit-oriented enterprises, the main struggles are related to leadership, employee involvement, and balancing divergent goals. Research Limitations/Implications (if applicable): This study is of an explorative nature, focusing on four hybrid archetypes and using broadly defined themes. Future research could involve all hybrid archetypes and define the challenges more succinctly. Originality/Value of Paper: Hybrid enterprises are usually classified according to typologies based on at least two different ways of thinking (“logics”). This paper uses a taxonomy based on the societal triangle which brings analytical clarity when defining hybridity and identifying challenges. Next to that we discuss organizational challenges with 17 organizations from different hybrid archetypes. The results show that depending on the archetype, organizations face different challenges and also handle these challenges differently.

Leaders are important social actors in organizations, centrally involved in establishing and maintaining institutional values, a view that was articulated by Philip Selznick (1957) nearly a half-century ago, but often overlooked in institutionalists’ accounts. Our objective is to build on Selznick’s seminal work to investigate the value proposition of leadership consistent with institutional theory. We examine public interview transcripts from 52 senior executives and discover that leaders’ conceptualizations of their entities align with the archetypes of organization (i.e., economic, hierarchical, and power oriented) and institution (i.e., ideological, creative and collectivist) and cohere around a set of relevant values. Extrapolating from this, we advance a theoretical framework of the process whereby leaders’ claims function as transformational mechanisms of value infusion in the institutionalization of organizations.

This chapter explores archetypal change in the context of professional service firms. To understand recent and ongoing changes in professional service firms, we briefly show how the professional archetype has evolved since the 1960s. We then present four theoretical models to describe processes by which institutionalized archetypes can change, and possibly coexist in the same field. Three professional archetypes are described, each in the context of historical development and the change model described earlier. At the one extreme is the traditional professional partnership; at the other the larger, multidisciplinary, corporate, global professional network, or GPN; in between is the “Star” form – relatively specialized, flatter structure, resisting significant growth, with fixations on excellence, and being the leader in a professional niche.

This research aimed to measure the influence of resource dependency (trading and/or shareholder's dependencies) squad age structure by building archetypes to identify strategic dominant schemes.

Based on the Ligue 1 football clubs from the 2009/2010 season to the 2018/2019 data, the authors use the k-means classification to build archetypes of resource dependency and squad structure variables. The influence of resource dependency on squad structure is then analysed through a table of contingency.

Firstly, the authors identify archetypes of resource dependency with some clubs that are dependent on the transfer market and others that do not count on sales to balance their account. Secondly, they provide different archetypes of squad structure choices. The contingency between those archetypes allows to identify three main strategic schemes (avoidance, shaping and adaptation).

The research tests an original relationship between resource dependency of clubs and their human resource strategy to respond to it. This paper can help to provide detailed profiles for big clubs looking for affiliate clubs to know which clubs have efficient academy or player development capacities.

Developing appropriate conflict management strategies (CMSs) is important for a firm to achieve better relationships with its supply chain partners. However, the literature has rarely considered how firms may simultaneously adopt various CMSs to address interfirm conflicts. Accordingly, this study aims to identify manufacturers' CMS archetypes with their main suppliers based on interfirm interdependence structure, further examining the relationship between various CMS archetypes and exchange performance.

First, the authors theoretically propose a manufacturer's CMS archetypes configured with Rahim's five CMSs based on interfirm interdependence structure. Second, cluster analysis with data from 200 Chinese manufacturers is used to generate a manufacturer's actual CMS archetypes. Third, the authors analyze the relationship between interfirm interdependence structure and Rahim's five CMSs as well as that with the new configured CMS archetypes. Finally, the authors use Analysis of Variance (ANOVA) to compare exchange performance disparities among manufacturers using different CMS archetypes.

First, cluster analysis results show that three archetypes – cooperative, competitive and cooperative-competitive CMS – emerge during interfirm conflict management. Second, regression analysis shows how interfirm interdependence structure can affect manufacturers' choice of different CMSs and CMS archetypes. Third, ANOVA results indicate that when addressing interfirm conflicts, the strong cooperative, strong competitive and strong cooperative-competitive CMS archetypes can help manufacturers get good relationship satisfaction with main suppliers. Regarding supplier opportunism, while both strong cooperative and strong competitive CMS archetypes are effective at restraining opportunism, the cooperative-competitive CMS archetype may trigger higher levels of supplier opportunism.

This study enriches the interfirm relationship management literature and provides insights for manufacturers to better address interfirm conflicts.