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...

This paper presents a first attempt at an integrated Service Science (SS) and Viable Systems Approach (VSA) analysis of the real-world phenomenon of changing jobs roles. Changing job roles is important to quality of life and yet understudied by systems scientists. Today, individuals changing...