Introduction : the mandrake mode / Orvar Löfgren and Robert Willim -- Meditation, magic, and spiritual regeneration : spas and the mass production of serenity / Tom O'Dell -- Trick or treatment : brokers in biotech / Lynn Åkesson -- Possessed by enterprise : values and value-creation in mandrake management / Karen Lisa Goldschmidt Salamon -- Catwalking and coolhunting : the production of newness / Orvar Löfgren -- Transformers : hip hotels and the cultural economics of aura-production / Maria Christersdotter -- Spectral events : attempts at pattern recognition / Per-Markku Ristilammi -- It's in the mix : configuring industrial cool / Robert Willim -- A land of milk and money : the dairy counter in an economy of added values / Håkan Jönsson -- Flexible, adaptable, employable : ethics for a new labour market / Karin Salomonsson