The objective of this paper is to review recent developments in service theory and systems with a view identifying common features between the two. In particular, study explores issue whether so-called ‘smart systems’ can be understood terms ‘viable approach’ theory. begins by examining fundamental principles service-dominant logic (S-D logic) science (SS). similarities differences two are explored, particular emphasis on feature system. then moves realm exploring main proposals viable...

This article discusses how the core concepts of service-dominant logic—service-for-service exchange, value co-creation, propositions, resource integration, and highly collaborative relationships—point to a generic actor conceptualization in which all actors engaged exchange (e.g., firms, customers, etc.) are viewed as service providing, value-creating enterprises. In other words, social economic essentially doing same thing: creating for themselves others through reciprocal integration...

Abstract Many core marketing concepts (e.g., markets, relationships, customer experience, brand meaning, value) concern phenomena that are difficult to understand using linear and dyadic approaches, because they emergent. That is, arise, often unpredictably, from interactions within complex dynamic contexts. This paper contributes the discipline through an explication of concept emergence as it applies theory. We accomplish this by first drawing on existing literature in philosophy,...

Purpose With B2B (business‐to‐business) and new developments in marketing as the springboard, this paper seeks to emphasize complexity context systems, embracing both B2C (business‐to‐consumer) marketing. Design/methodology/approach The approach takes form of a conceptual analysis through network theory case study research. Findings Recent points systems changing roles between suppliers customers. Both many‐to‐many broadening relational approaches service dominant (S‐D) logic stress consumer...

Purpose The purpose of this paper is to highlight how systems thinking contributes decision making in uncertain contexts that are characteristic service systems. Based on the assumption face complex conditions, posits may support understanding key issues management. Design/methodology/approach This proposes an interpretation complexity context systems, which highlights perspective change occurs when a approach adopted. offered conceptual then brought operational level, spite decisions...

In the service era, markets are reconceptualized as systems of actors interconnected through networked relationships based on resources exchange and producing value co-creation. Two main contemporary research theories, Service-dominant logic Service science, propose different organizational layouts for harmonizing co-creation: ecosystems smart systems. However, these two models show some limitations. So, this work aims at drawing an integrated model, so called Smart ecosystem that can be...

Purpose The purpose of this paper is to understand the strategic management a technology-enabled shift from product-centric service-centric logic and identify sociotechnical dynamics underlying transition. study focuses on how manufacturers manage create value in industrial markets through digital servitization. Design/methodology/approach An abductive research approach used investigate two manufacturing firms, an interpretive framework as analytical template. A cross-case analysis...

Purpose The purpose of this paper is to combine service science (service science, management and engineering, SSME) dominant (S‐D) logic contributions with the network systems‐based theories many‐to‐many marketing proposed by Gummesson viable system approach (VSA), Italian researchers highly diffused in Italy during 2000s. Design/methodology/approach This a conceptual analysis based on recent developments S‐D network/systems theory. Findings Being grounded theory, systems thinking value...

With the aim of addressing a gap in service research on co-creation health care, this study discusses problem information asymmetry provider–user relationship by adopting Viable Systems Approach. We develop three-step interpretative framework to support understanding going beyond traditional view towards capable examining human side interaction. Using case Italian Health System, we discuss whether and how affects care relationship. Our findings open up wider asymmetry, suggesting shift focus...

Abstract Corporate sustainability (CS) is receiving considerable attention from emerging market multinational enterprises (EMNEs), playing an important role in the globalized market. However, theoretical and empirical knowledge about how EMNEs address CS still scant, relationship between internationalization has not been widely explored. This study aims to fill this gap, evaluating international ambidexterity strategy EMNEs, which highlighted paradox perspective. Then we develop three...

Purpose The purpose of this paper is to investigate the characteristics actors that allow them relate others in system through shared intentionality (orientation) and nature A4A relationship results such interactions bring emergent based on (finality). Design/methodology/approach topic approached by theoretical analysis conceptual development three integrative frameworks: sociological perspective, service-dominant logic a particular perspective thinking: viable approach (vSa). Findings...

In the last few years, service science has opened a debate on need to adopt new approaches better understand emerging social and economic dynamics. Different research pathways are now considering management of complex systems (CSSs). this paper, authors focus attention phenomenon "smart cities" as an example CSSs with aim investigating which ways actor perceptions affect opportunities willingness for value cocreation collaborative action. Using survey random sample 374 providers users city...

The need for a systems approach to modeling and understanding service is now well established, (Barile 2009; Barile Polese Golinelli 2010; Ng et.al., 2011a). Following the construction of Maglio et al (2009) we view service-system as network agents interactions that integrate resources value cocreation. The context creation intrinsic system design.and the adaptive, interactive actions classifies as an ecosystem (Lusch et al, 2010). To date, several disciplines have broached...

The aim of this contribution is to discuss the evolution marketing, arguing whether it accomplishing a paradigm change. Starting from previous definitions paradigm, we adopt viable systems approach (vSa) as general interpretation key useful for interpreting marketing over last few decades. Through lens vSa structure-system approach, which suggests distinguishing between structure-based view and systems-based view, most relevant theoretical practical proposals theory advances in decades,...

Purpose This paper aims to develop a conceptual framework based on the identification and examination of mechanisms (termed “viability mechanisms”) under which market-shaping activities yield emergence viable market: one able adapt changing environment over time while remaining stable enough for actors benefit from it. Design/methodology/approach uses extant literature build identifying viability market shaping case illustration examining how Finnish timber high-rise buildings was created....

Purpose – The purpose of this paper is to reflect upon strategic marketing in emerging economies (EEs). It tries answer the research question: what new business models are enabled by Viable Systems Approach (VSA) and Service-Dominant Logic (SDL) perspectives? Design/methodology/approach developed integrating two well-established perspectives VSA SDL applying them inclusive businesses. Findings integration these allows authors recognize a convergence toward that seem be consistent with...