As change in context is continuous and fast, the viable system's decision-maker faces the challenging emergence of conditions of complexity, and struggles to manage the system in order to maintain and improve its effectiveness in the context. In such conditions, a key point, from our...

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...

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...

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...