IDEAS home Printed from https://ideas.repec.org/a/ids/wremsd/v12y2016i2-3p134-148.html
   My bibliography  Save this article

Marketing and management: a complex adaptive system view

Author

Listed:
  • Gianpaolo Basile
  • Giancarlo Scozzese
  • Maria Antonella Ferri

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?

Suggested Citation

  • Gianpaolo Basile & Giancarlo Scozzese & Maria Antonella Ferri, 2016. "Marketing and management: a complex adaptive system view," World Review of Entrepreneurship, Management and Sustainable Development, Inderscience Enterprises Ltd, vol. 12(2/3), pages 134-148.
    • Handle: RePEc:ids:wremsd:v:12:y:2016:i:2/3:p:134-148
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=74976
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Winsor, Robert D., 1995. "Marketing under conditions of chaos : Percolation metaphors and models," Journal of Business Research, Elsevier, vol. 34(3), pages 181-189, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. repec:ags:aaea22:335511 is not listed on IDEAS
    2. Cliquet, Gérard & Guillo, Pierre-Alain, 2013. "Retail network spatial expansion: An application of the percolation theory to hard discounters," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 173-181.
    3. Ferreira, Luciana C. de Mesquita, 2011. "Attention process: A multilevel perspective," Insper Working Papers wpe_261, Insper Working Paper, Insper Instituto de Ensino e Pesquisa.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:wremsd:v:12:y:2016:i:2/3:p:134-148. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=173 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.