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A Complex Adaptive System Framework for Management and Marketing Studies

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Chaos, Complexity and Leadership 2014

Part of the book series: Springer Proceedings in Complexity ((SPCOM))

Abstract

This theoretical work aims to analyze the choice of strategic management activities, taking into account a complex systems perspective. Following this approach, we represent the firm as a complex adaptive system, in which the management must be able to develop and implement different behaviors in order to dynamically ensure the viability of the firm or system. This implies that the management governing the firm or system is capable of choosing, from among a number of heterogeneous entities, the relevant stakeholders within the competitive context and of creating and maintaining significant relationships with them, which are 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 its stakeholders disperse energy, producing a dissipative phenomenon (Prigogine I, Order out of chaos. In: Livingston P (ed) Disorder and order: proceedings of the Stanford international symposium (Sept. 14–16, 1981). Anma Libri, Saratoga, pp 41–60, 1984), which we describe—in an analogy with the second law of thermodynamics and complexity theory—as entropy.

Our research question is thus:

Can complex adaptive systems theory help decision makers to deal with the dynamism of organizations and brand in turbulent environments?

Through a theoretical and descriptive framework, we will draw our conclusions to this research question.

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Acknowledgements

To cope with regulation on Academic publishing we declare that although this study is based on a collaborative effort by all authors, Sects. 9.1 (Introduction), 9.2 (Theoretical Framework) and 9.7 (Conclusions) can be attributed to Gandolfo Dominici; while Sects. 9.3 (The Partially Open Adaptive Systems), 9.4 (The Adaptive Systems Approach in Marketing), 9.5 (Determinism vs. Complexity) and 9.6 (Entropy, Sustainability, and Curative Marketing Management) can be attributed to Gianpaolo Basile.

Author information

Authors and Affiliations

  1. Sociology and Political Science Department, Business Systems Laboratory, Roma, Italy

    Gianpaolo Basile

  2. Faculty of Arts and Philosophy, University of Salerno, Salerno, Italy

    Gianpaolo Basile

  3. Business Systems Laboratory, Roma, Italy

    Gandolfo Dominici

  4. Department S.E.A.S., Polytechnic School, University of Palermo, Palermo, Italy

    Gandolfo Dominici

Authors
  1. Gianpaolo Basile
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  2. Gandolfo Dominici
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Corresponding author

Correspondence to Gianpaolo Basile .

Editor information

Editors and Affiliations

  1. Faculty of Education, Hacettepe University, Ankara, Turkey

    Şefika Şule Erçetin

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Basile, G., Dominici, G. (2016). A Complex Adaptive System Framework for Management and Marketing Studies. In: Erçetin, Ş. (eds) Chaos, Complexity and Leadership 2014. Springer Proceedings in Complexity. Springer, Cham. https://doi.org/10.1007/978-3-319-18693-1_9

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