Archetypes of rivalry: Narrative responses of Polish radio station managers to perceived environmental change Available to Purchase

The purpose of this paper is to show how managers of Polish local radio stations construct their organizations in terms of archetypes of rivalry as a response to perceived changes in the environment.

First the central notions are explained, such as market, competition, archetype, and then the findings from a prolonged empirical study are presented.

Environmental change is seen as the plot on the managers' narratives, whereas the chosen archetypes of rivalry – as characters in those stories – are supposed to handle the changes.

The paper explores some aspects of the narrative construction of environmental change.