The main purpose of this paper is to highlight the new opportunities that the <i>Viable Systems Approach (VSA)</i> can provide for observing complex service systems and explaining social phenomena through general schemes of interpretation. At the same time, it explores methodological links with the...</i>

The aim of this contribution is to discuss the evolution of marketing, arguing whether it is accomplishing a paradigm change. Starting from previous definitions of paradigm, we adopt the viable systems approach (<i><sc>v</sc>S<sc>a</sc></i>) as a general interpretation key useful for interpreting the evolution of...

In a fast-changing environment, organizations face conditions of growing complexity that challenge decision-making and innovation activities, highlighting an increasing need to develop dynamic capabilities. In this scenario, our focus is on service science's recent call for "T-shaped...

The paper draws attention to an anthropological, rather than idealistic, concept of culture to overcome a traditional 'Goods-Dominant' logic, which is especially persistent in Italy and limits the use of cultural heritage, and to broaden the range of value and enhance the merit quality that can...

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...

The aim of this paper is to propose a systems interpretation of the concept of complexity and its implications for a theoretical discussion of the concept of boundary in complex service systems. The proposal highlights the interpretative contribution of a dual perspective of observation that...