The Archetype of Hero in Family Businesses

  • Guillermo Salazar EXAUDI Family Business Consulting, United States of America
Keywords: Joseph Campbell's Monomyth, Hero Concept, Legacy, Transmission


For family business advisors and consultants, the analysis of their client’s shared narrative helps them understand their business and family dynamics and the reality they have built together. Understanding the language of family mythology and the behavior of the narrative processes, can help positively to reinforce the purpose and meaning of their legacy and its transmission. In this article readers will learn how Joseph Campbell’s Monomyth of the Hero concept fits with the founder/entrepreneur myth in a family business, and how making it conscious can be used as a coherent tool that brings true meaning and inspiration to every family member in every generation.


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How to Cite
Salazar, G. (2022). The Archetype of Hero in Family Businesses . European Journal of Family Business, 12(1), 90-95.
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