This article explores leadership voices in the so-called new economy. For
approximately half a decade, influential business leaders, authors of popular
management texts, politicians, journalists and scholars preached the dawning of
a new economic order and a corresponding new leadership practice. The article
examines influential leadership voices and the ideology claims being expressed
in Sweden during a particular time period. By bracketing the epochal claims in
time and space, the dominating leadership ideology is examined. The results show
a clear influence of market rationalism, but with a twist of community, emotions
and reciprocal individualization.
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