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This book aims to give a new meaning to corporate identity, presenting an alternative model of analysis and intervention which, through the alchemical system, borrowed from Jungian psychoanalysis and already applied in literature, is able to concentrate on the deepest roots of the company and extract a mythical patrimony, not only useful for the corporate storytelling but for the reconstruction of the identity itself.
Keywords: Comparative Literature. Jungian Psychoanalysis. Corporate. Meaning. Identity.Published: June 26, 2020
Language: itISBN (print): 978-88-6969-419-6