Our findings suggest that the subjects’ use of words regarding atmosphere reflects some common “language” and understanding regarding this phenomenon (atmosphere) in the industry. The language and understanding is, however, industry-specific, as reflected in the literature on “industry recipes”, i.e. understanding on how to operate in an industry (see Spender, 1989). The reported findings also reflect that the actors involved hold strong views of what are the important and influencing factors affecting their behaviors. Thus, the reported findings reveal that the actors hold mental models, and that these mental models reflect their reality constructions – and also influence their actual behaviors.