An Overview of the Contribution of Systems Thinking Within Management and Marketing

  • Roberto Bruni
  • Luca Carrubbo
  • Ylenia Cavacece
  • Debora Sarno
Part of the New Economic Windows book series (NEW)


In recent years, common interests have led the fields of marketing and management to differentiate themselves, even in similar research areas. This chapter provides an overview of systems thinking in these two disciplines, reading the main concepts in an integrated way according to relational and value perspectives. A systematic literature review is conducted using the Web of Science, Scopus and Google Scholar databases, focusing on applications of the Viable System Model and the viable Systems approach. Due to the adoption of systems thinking, the paper can serve to spur further studies to better define the boundaries and the eventual inclusion of marketing in management and vice-versa.


Systems thinking Systems theories Viable systems approach Viable system model 


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Copyright information

© Springer International Publishing AG 2018

Authors and Affiliations

  • Roberto Bruni
    • 1
  • Luca Carrubbo
    • 2
  • Ylenia Cavacece
    • 2
  • Debora Sarno
    • 3
  1. 1.Department of Economics and LawUniversity of Cassino and Southern LazioCassinoItaly
  2. 2.Department of Business Science, Management and Innovation SystemsUniversity of SalernoSalernoItaly
  3. 3.Department of EconomicsUniversity of FoggiaFoggiaItaly

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