In recent years, common interests have led the fields of marketing and management to differentiate themselves, even in similar research areas. This chapter provides an overview of systems thinking in these two disciplines, reading the main concepts in an integrated way according to relational and value perspectives. A systematic literature review is conducted using the Web of Science, Scopus and Google Scholar databases, focusing on applications of the Viable System Model and the viable Systems approach. Due to the adoption of systems thinking, the paper can serve to spur further studies to better define the boundaries and the eventual inclusion of marketing in management and vice-versa.
An overview of the contribution of systems thinking within management and marketing
Roberto Bruni
;Luca Carrubbo;
2017-01-01
Abstract
In recent years, common interests have led the fields of marketing and management to differentiate themselves, even in similar research areas. This chapter provides an overview of systems thinking in these two disciplines, reading the main concepts in an integrated way according to relational and value perspectives. A systematic literature review is conducted using the Web of Science, Scopus and Google Scholar databases, focusing on applications of the Viable System Model and the viable Systems approach. Due to the adoption of systems thinking, the paper can serve to spur further studies to better define the boundaries and the eventual inclusion of marketing in management and vice-versa.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
