Purpose – Aim of the paper is to reflect upon strategic marketing in emerging economies. It tries to answer the research question: whether an “inclusive” approach would require the development of new business models or simply the adaptation of existing ones. Design/Methodology/Approach – The paper is developed by integrating the contribution of well established perspectives: the VSA (Viable Systems Approach), the S-D logic (Service-Dominant logic) within the wider domain of SS (Service Science) and inclusive businesses. Findings – The integration of the three perspectives allows us to recognize socio-economic trends towards the establishment of business models that seem to be consistent with the principles of inclusive capitalism. We claim that, by shifting between a reductionist and a holistic view and between a static and a dynamic view, the three perspectives can be integrated. Specifically, they offer a contribution by highlighting how the economic and the social dimensions are intertwined. They also evidence how the management thinking perspective, that dominated the last decades, should shift towards a more holistic/inclusive vision. Research limitations/implications – The paper represents an attempt to address an inclusive capitalism perspective in the context of marketing by building on the service logic and systems approach basic principles. Nevertheless, the conceptual model developed in the paper should be further supported by empirical research carried out in the economic context of emerging markets. Originality/value – The paper offers a contribution to the research on inclusive capitalism by linking it to well grounded conceptual approaches to business (VSA, SDlogic, SS) that recover a harmonic relationship between economy and society. Key words – Inclusive business, Marketing, Viable Systems Approach, Service Dominant logic, Service Science. Paper type – Conceptual paper

VSA and SDL Contribution to Strategic Thinking in Emerging Economies

BARILE, Sergio;SAVIANO, MariaLuisa;POLESE, Francesco
2013

Abstract

Purpose – Aim of the paper is to reflect upon strategic marketing in emerging economies. It tries to answer the research question: whether an “inclusive” approach would require the development of new business models or simply the adaptation of existing ones. Design/Methodology/Approach – The paper is developed by integrating the contribution of well established perspectives: the VSA (Viable Systems Approach), the S-D logic (Service-Dominant logic) within the wider domain of SS (Service Science) and inclusive businesses. Findings – The integration of the three perspectives allows us to recognize socio-economic trends towards the establishment of business models that seem to be consistent with the principles of inclusive capitalism. We claim that, by shifting between a reductionist and a holistic view and between a static and a dynamic view, the three perspectives can be integrated. Specifically, they offer a contribution by highlighting how the economic and the social dimensions are intertwined. They also evidence how the management thinking perspective, that dominated the last decades, should shift towards a more holistic/inclusive vision. Research limitations/implications – The paper represents an attempt to address an inclusive capitalism perspective in the context of marketing by building on the service logic and systems approach basic principles. Nevertheless, the conceptual model developed in the paper should be further supported by empirical research carried out in the economic context of emerging markets. Originality/value – The paper offers a contribution to the research on inclusive capitalism by linking it to well grounded conceptual approaches to business (VSA, SDlogic, SS) that recover a harmonic relationship between economy and society. Key words – Inclusive business, Marketing, Viable Systems Approach, Service Dominant logic, Service Science. Paper type – Conceptual paper
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11386/4070653
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