Organizations are increasingly challenged by dynamism and turbulence that determine conditions of complexity in decision making. The aim of this contribution is to highlight the need for a general frame of reference for management and marketing and 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.
An Introduction to the Viable Systems Approach and its Contribution to Marketing
BARILE, Sergio;POLESE, Francesco
;SAVIANO, MariaLuisa
2013
Abstract
Organizations are increasingly challenged by dynamism and turbulence that determine conditions of complexity in decision making. The aim of this contribution is to highlight the need for a general frame of reference for management and marketing and 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.File in questo prodotto:
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