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...

In a fast-changing environment, organizations face conditions of growing complexity that challenge decision-making and innovation activities, highlighting an increasing need to develop dynamic capabilities. In this scenario, our focus is on service science's recent call for "T-shaped...

The objective of this paper is to review recent developments in service theory and systems theory with a view to identifying common features between the two. In particular, the study explores the issue of whether so-called `smart service systems' can be understood in terms of the `viable systems...

<b>Purpose:</b> In this paper we develop a resource allocation model for a service system. The uncertainty of the relationship between inputs and outputs of a process of co-creation of value by a service provider and a service recipient is modeled with a stochastic form of the technology function of...

The main purpose of this paper is to highlight the new opportunities that the <i>Viable Systems Approach (VSA)</i> can provide for observing complex service systems and explaining social phenomena through general schemes of interpretation. At the same time, it explores methodological links with the...</i>

[Modified excerpt] Systems theory is an interdisciplinary theory about every system in nature, in society and in many scientific domains as well as a framework with which we can investigate phenomena from a holistic approach. Systems thinking comes from the <i>shift in attention from the part to...</i>