Magic Mirror of Corporation. The Significance of the Leader Autobiographical Story in the Process of Creating the Identity of the Organization (Magiczne zwierciadlo korporacji. Rola narracji biograficznej lidera w ksztaltowaniu tozsamosci przedsiebiorstwa)

The article is an attempt to reflect on the phenomenon of the founding myths constructed in the biographies of outstanding managers and founders of companies important for the american economy. The choice of characters and narratives created by them was justifiable by their distinguishing feature being a self-made man and operating in the most innovative sectors of the american economy. The primary objective of the analysis is to outline the impact of biographical founding myths on creating the image of the corporation and its leadership in the context of the market envi- ronment: consumers and market competitors. An important element of the considerations is also verification of the appearance of values considered to be essential for the classically conceived the capitalist ethos and their impact on the image of the corporation. In this con- text, the aim of the author is to follow the declaration of values; their relationship with the classic work ethos, their changes over time, archetypes typical for humanistic management and with American organizational culture characterized by the desire for independence and innovative management methods. An important objective of this study is also highlight the role of the founding myth during the crisis threatening its stability, when it appears necessary to strengthen the reliability and leadership