Purpose – The purpose of this paper is to combine service science (service science, management and engineering, and SSME) and service dominant (S‐D) logic contributions with the network and systems‐based theories of many‐to‐many marketing proposed by Gummesson and the viable system...

Organizations are increasingly challenged by dynamism and turbulence that determine conditions of complexity in decision making. The aim of this paper is to highlight the need for a general frame of reference for management and marketing and to justify why adopting a systems approach is adequate...

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...