The quest for quality: translation of a mythical idea

Purpose – The purpose of this paper is to present the model of the translation of particularly important ideas for the organization and its context, called mythical ideas. Design/methodology/approach – The study is based on ethnographic research. Findings – It is found that change processes based on mythical ideas are especially dynamic but also very vulnerable. The consequences of failure can be vital for the organization and its environment. Originality/value – The paper explores the outcomes to which the translation of a mythical idea can lead. The findings are of value for people involved in organizational change processes.