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An introduction to the viable systems approach and its contribution to marketing

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  • Barile, Sergio
  • Pels, Jaqueline
  • Polese, Francesco
  • Saviano, Marialuisa

Abstract

Organizations are increasingly challenged by dynamism and turbulence that determine conditions of complexity in decision making. The aim of this paper is to highlight the need for a general frame of reference for management and marketing and to justify why adopting a systems approach is adequate at both theoretical and practical level. Specifically, the purpose of this paper is to explain why a systems approach is needed to understand business and market dynamics, and why the VSA may represent a good integrator of management and marketing theories and practices. The paper begins with a brief review of systems theories that have been proposed in the general context of management and marketing. It proceeds by illustrating the fundamental principles and concepts of the VSA and its contribution to marketing. The paper closes by discussing future research avenues and suggesting implications for researchers and practitioners.

Suggested Citation

  • Barile, Sergio & Pels, Jaqueline & Polese, Francesco & Saviano, Marialuisa, 2012. "An introduction to the viable systems approach and its contribution to marketing," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 5(2), pages 54-78.
    • Handle: RePEc:zbw:fubjbm:66007
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    References listed on IDEAS

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    1. Arash Golnam & Gil Regev & Alain Wegmann, 2011. "A Modeling Framework for Analyzing the Viability of Service Systems," International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), IGI Global, vol. 2(3), pages 51-64, July.
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    Cited by:

    1. Francesco Polese & Sergio Barile & Francesco Caputo & Luca Carrubbo & Leonard Waletzky, 2018. "Determinants for Value Cocreation and Collaborative Paths in Complex Service Systems: A Focus on (Smart) Cities," Service Science, INFORMS, vol. 10(4), pages 397-407, December.
    2. Barile, Sergio & Saviano, Marialuisa & Polese, Francesco & Di Nauta, Primiano, 2012. "Reflections on service systems boundaries: A viable systems perspective," European Management Journal, Elsevier, vol. 30(5), pages 451-465.
    3. Soe-Tsyr Daphne Yuan & Ching-Fang Hsieh, 2018. "An impactful crowdsourcing intermediary design - a case of a service imagery crowdsourcing system," Information Systems Frontiers, Springer, vol. 20(4), pages 841-862, August.
    4. Vincenzo Formisano & Bernardino Quattrociocchi & Maria Fedele & Mario Calabrese, 2018. "From Viability to Sustainability: The Contribution of the Viable Systems Approach (VSA)," Sustainability, MDPI, vol. 10(3), pages 1-17, March.
    5. Francesco Caputo & Manlio Del Giudice & Federica Evangelista & Giuseppe Russo, 2016. "Corporate disclosure and intellectual capital: the light side of information asymmetry," International Journal of Managerial and Financial Accounting, Inderscience Enterprises Ltd, vol. 8(1), pages 75-96.
    6. Caputo, Francesco & Mazzoleni, Alberto & Pellicelli, Anna Claudia & Muller, Jens, 2020. "Over the mask of innovation management in the world of Big Data," Journal of Business Research, Elsevier, vol. 119(C), pages 330-338.
    7. Barile, Sergio & Carrubbo, Luca & Iandolo, Francesca & Caputo, Francesco, 2013. "From 'EGO' to 'ECO' in B2B relationships," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 6(4), pages 228-253.
    8. Matteo Gaeta & Francesca Loia & Debora Sarno & Luca Carrubbo, 2021. "Online Social Network Viability: Misinformation Management Based on Service and Systems Theories," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(1), pages 1-17, July.
    9. Marialuisa Saviano & Primiano Di Nauta & Marta Maria Montella & Fabiana Sciarelli, 2018. "The Cultural Value of Protected Areas as Models of Sustainable Development," Sustainability, MDPI, vol. 10(5), pages 1-19, May.
    10. Francesco Polese & Luca Carrubbo & Francesco Caputo & Debora Sarno, 2018. "Managing Healthcare Service Ecosystems: Abstracting a Sustainability-Based View from Hospitalization at Home (HaH) Practices," Sustainability, MDPI, vol. 10(11), pages 1-15, October.
    11. Besjon Zenelaj, 2023. "Service Dominant Logic Centered Brand Management," European Journal of Marketing and Economics Articles, Revistia Research and Publishing, vol. 6, January -.
    12. Francesca Iandolo & Irene Fulco & Luca Carrubbo & Stefano Armenia, 2016. "Destination mobility management in the light of service research: the "good practices" of south Tyrol," ESPERIENZE D'IMPRESA, FrancoAngeli Editore, vol. 2016(2), pages 39-63.
    13. Gummesson, Evert & Mele, Cristina & Polese, Francesco, 2013. "Editorial: The 2013 Naples Forum on Service," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 6(4), pages 1-1.
    14. Marialuisa Saviano & Fabiana Sciarelli & Azzurra Rinaldi & Georcelin G. Alowanou, 2019. "Healthcare and SDGs Governance in Light of the Sustainability Helix Model: Evidence from the African Continent," Sustainability, MDPI, vol. 11(4), pages 1-20, February.
    15. Nora Mouhib & Slimane Bah & Abdelaziz Berrado, 2020. "Viability Theory and PSI Theory Interrelation Inspired by Bunge Systemic Classification: the Viable System Ontology Theory," Systemic Practice and Action Research, Springer, vol. 33(6), pages 675-701, December.
    16. Francesca Iandolo & Pietro Vito & Francesca Loia & Irene Fulco & Mario Calabrese, 2021. "Drilling down the viable system theories in business, management and accounting: A bibliometric review," Systems Research and Behavioral Science, Wiley Blackwell, vol. 38(6), pages 738-755, November.
    17. Francesca Iandolo & Francesca Loia & Irene Fulco & Chiara Nespoli & Francesco Caputo, 2021. "Combining Big Data and Artificial Intelligence for Managing Collective Knowledge in Unpredictable Environment—Insights from the Chinese Case in Facing COVID-19," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 12(4), pages 1982-1996, December.
    18. Barile, Sergio & Saviano, Marialuisa & Polese, Francesco, 2014. "Information asymmetry and co-creation in health care services," Australasian marketing journal, Elsevier, vol. 22(3), pages 205-217.
    19. Francesco Polese & Carmen Gallucci & Luca Carrubbo & Rosalia Santulli, 2021. "Predictive Maintenance as a Driver for Corporate Sustainability: Evidence from a Public-Private Co-Financed R&D Project," Sustainability, MDPI, vol. 13(11), pages 1-21, May.
    20. Tatsunori Hara & Satoko Tsuru & Seiichi Yasui, 2022. "A Mathematical Model of Value Co-Creation Dynamics Using a Leverage Mechanism," Sustainability, MDPI, vol. 14(11), pages 1-15, May.
    21. Andronikidis, Andreas & Karolidis, Dimitrios & Zafeiriou, Georgia, 2021. "Reflections on grounding firm innovation and viability," European Management Journal, Elsevier, vol. 39(1), pages 2-8.
    22. Soe-Tsyr Daphne Yuan & Ching-Fang Hsieh, 0. "An impactful crowdsourcing intermediary design - a case of a service imagery crowdsourcing system," Information Systems Frontiers, Springer, vol. 0, pages 1-22.
    23. Vargo, Stephen L. & Koskela-Huotari, Kaisa & Baron, Steve & Edvardsson, Bo & Reynoso, Javier & Colurcio, Maria, 2017. "A systems perspective on markets – Toward a research agenda," Journal of Business Research, Elsevier, vol. 79(C), pages 260-268.
    24. Saviano, Marialuisa & Di Nauta, Primiano & Montella, Marta Maria & Sciarelli, Fabiana, 2018. "Managing protected areas as cultural landscapes: The case of the Alta Murgia National Park in Italy," Land Use Policy, Elsevier, vol. 76(C), pages 290-299.

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