Marketing and management: a complex adaptive system view
by Gianpaolo Basile; Giancarlo Scozzese; Maria Antonella Ferri
World Review of Entrepreneurship, Management and Sustainable Development (WREMSD), Vol. 12, No. 2/3, 2016

Abstract: This present work aims to analyse the choice of strategic management activities taking into account a systemic and complexity perspective, applied by analogy to the business. The approach represents the firm as a complex adaptive system, where management must develop different behaviours in order to achieve survival/dynamic order through the creation and/or maintenance of relationships with numerous and heterogeneous stakeholders that the management considered to be relevant in a turbulent environment. As an expression of the relational dynamics between the direct and indirect stakeholders, the firm exchanges energy and information with the reference contexts in order to survive. As part of these exchanges and adaptations both the firm and the stakeholders disperse energy, causing a dissipative phenomenon defined, by analogy with the second law of thermodynamics and the complexity theory, as entropy. Therefore, the objectives of this work are to ask: can the complexity theory to fill the needs of theories by the side of marketers and scholars helping them to deal the dynamism of organisations/brand in turbulent environments? Does learning about organisations and networks as adaptive systems help scholars and managers in their processes as decision-makers?

Online publication date: Fri, 26-Feb-2016

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the World Review of Entrepreneurship, Management and Sustainable Development (WREMSD):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com