Viable Systems Approach (VSA)

The aim of this study is to depict the relational dynamics between the firm/brand and the individual/consumer or communities of consumers. To this aim we propose a conceptual framework, integrating the Viable Systems Approach (VSA) with the Consumer Culture Theory (CCT) which considers the individual as an active co-maker of product/brand (prosumer).
The VSA view of the firm allows to overcome the limitations of CCT research, which is mainly focused on the individual, giving little consideration the other actors in the context. Among the different approaches under the umbrella of Viable Systems we chose the VSA because of its emphasis to the analysis of the systemic external relations with the agents in the context that helps to underscore the marketing and social perspective of CCT.
In a viable systemic perspective the firm/brand and the individual/consumer can be conceived as viable systems embedded in a social-business context. Therefore, the consumption system can be thought as the momentum for the creation and maintenance of symbolic and cultural relationships between the firm/brand and the individual/consumer or communities of consumers (i.e. brand communities or subculture of consumption). These relationships are finalized to establish a common and consonant language in order to achieve a desired consonance level capable of enabling both the consumer and the firm/brand to co-evolve, maintain and enhance their systemic viability.

Obiettivi. Questo contributo è volto a ricostruire il percorso evolutivo dei modelli di produzione industriale, le caratteristiche salienti di ciascuno di essi e le cause che hanno indotto il passaggio da una all'altra fase di questo sentiero. Metodologia. Per rispondere alla domanda di ricerca è stato condotto uno studio dei modelli produttivi ed è stata sviluppata un'indagine empirica avendo come riferimento la realtà di tre settori chiave dell'economia-automobilistico, tessile-abbigliamento e agro-alimentare-nei quali è osservabile il percorso evolutivo. Risultati. L'analisi desk rivela non solo l'esistenza di un percorso evolutivo dei sistemi produttivi del tipo ipotizzato, ma anche le caratteristiche salienti di ciascuna fase e le cause che hanno indotto il passaggio da una all'altra pietra miliare di questo sentiero. Da ultimo, ma non per importanza, avendo analizzato l'evoluzione dei modelli produttivi, si pone in conclusione il quesito se esista un principio evolutivo che possa spiegarla. Limiti della ricerca. Anche se questa ricerca ha esaminato in profondità gli studi condotti sui modelli produttivi e ha realizzato uno studio empirico della realtà di tre importanti settori economici, essa dovrebbe essere estesa sia in termini di numerosità dei casi di studio indagati nell'ambito dei comparti scelti, sia allargata ad altri settori. Implicazioni pratiche. Questa ricerca può offrire ai decision maker di tutte le organizzazioni economiche un valido approccio per comprendere ed orientare con successo il cambiamento evolutivo del proprio sistema produttivo. Originalità del lavoro. Questa ricerca propone una sistematizzazione dei lineamenti evolutivi delle modalità di produzione industriale e costituisce un elemento di riflessione per poter pervenire a una possibile spiegazione del principio evolutivo seguito nell'evoluzione del sistema produttivo. Parole chiave: sistemi produttivi; modelli di produzione; dinamica evolutiva; settore automobilistico; settore del tessile-abbigliamento; settore agro-alimentare Objectives. This paper aims to reconstruct the evolutionary pattern of industrial production, the salient features of each model and the causes that led the transition from one phase to another in this path. Methodology. To answer the research question, an analysis of the studies on production models has been conducted and developed with reference to an empirical reality of three key sectors-automotive, textile and clothing industry and agro-food-in which the evolutionary path is observable. Findings. The desk analysis reveals not only the existence of an evolutionary path of the production systems of the type suggested, but also the salient features of each phase and the causes that led to the transition from one to the other milestone in this path. Last but not least, once having analyzed the evolution of production models, in conclusion the question arises whether there is an evolutionary principle that can explain it. Research limits. Although this research has examined in depth the studies on production models and has produced an empirical study of the reality of three major sectors of the economy, it should be both extended in terms of number of case studies investigated within the chosen sectors, and enlarged to other sectors. Practical implications. This research can provide decision makers of all economic organizations with an effective approach to understand and channel the evolutionary change of their production system. Originality of the study. This research proposes a systematization of evolutionary features of the industrial production models and constitutes an element of reflection in order to arrive at a possible explanation of the evolutionary principle followed in the evolution of the production system.

In the last few years, service science has opened a debate on the need to adopt new approaches to better understand emerging social and economic dynamics. By following this direction, different multi-and transdisciplinary research pathways are requesting to consider an increasing number of new variables in the management of complex service systems (CSSs), underlying the fact that traditional approaches are useless in supporting decision makers in facing the challenges imposed by a more articulated scenario. To bridge this gap, this paper focuses attention on the phenomenon of "smart cities" as an example of CSSs with the aim of investigating the ways in which actors' perceptions affect opportunities and willingness for value cocreation and collaborative paths. Via a survey on a random sample of 374 providers and users of a city service platform in Brno (Czech Republic), the actors' perceptions were analysed, and through structural equation modeling, the relationships between actors' perceptions and willingness to build value cocreation and collaborative paths were tested. The principal goal was to attract the attention of the service community to the role of cognitive and psychological dimensions affecting value cocreation and collaborative paths in CSS, using the example of a smart city as tangible evidence of CSS.

1 This conceptual work uses the place marketing theory, the service science paradigm and the network theory to analize the "place" boundaries in a place marketing system. Can a marketing-oriented place-one that works on a marketing plan, with an acknowledged place brand that improves its intangible asset and relations with stakeholders-be identified through its administrative boundaries? We think that this stance may indeed be constrictive, and we argue that a marketing-oriented place has variable boundaries over time. Place is something out of administrative boundaries; place could be a system of cities (or a system among "parts" of cities) linked through a value proposition and a new positioning with a marketing strategy. In this way the "place" is the system of territories not only the sum of the cities. To define the concept of "marketing oriented" place we use the place marketing theory and we argue that the boundaries of this place are identifiable by the relations among the system elements and by the value perception of the place actors. We use the service science paradigm to understand the role of relations among the system elements and the network theory to analize the role of the relation intensity among the actors in the system. Here we argue that, in places with different levels of intensity and natures, there are infinite relations; through the identification of macrocategories of relations (i.e., the relevant clusters of service science), it is possible to give a first-level definition of place boundaries (the macrolevel of the definition), while more defined edges can be identified through the measure of the relation intensity (which are variable in time and barely measurable with the network theories).

"Objective of the article is to appraise the conceptual and operational problems of branding applied to the management of the territory in a tourist perspective (tourist destination). In the study, after a synthetic analysis of the literature on branding, we analyse the perceived image by a tourist sample of the Italian tourist destinations faced on Mare Adriatico, the degree of Adriatico brand awareness on the specialized reviews and web sites and the characteristics of the web sites of these Regions. From the study, utilizing the system approach, we can say that branding is a critical managerial work that policy makers and managers of tourist destinations must do in order to improve the competitiveness of the destinations, also if it is not possible to transfer totally the managerial approach from firms to territories. It also arises that the quality of the destination branding process strongly depends on the quality of destination management process.
Keywords: Brand, Destination Branding, Destination Management; Tourism, Tourism Marketing"

Riassunto In Italia, il settore agroalimentare è tra i principali protagonisti dell'export nazionale, anche grazie alla crescente attenzione e preferenza per i prodotti Made in Italy. Qui, come negli altri Paesi sviluppati, l'agricoltura sta subendo una forte trasformazione digitale. Un numero sempre più elevato di aziende, infatti, si occupa oggi di Agritech (serre idroponiche, orti personalizzati bio, agricoltura di precisione, utilizzo di droni, etc.) e di Agricoltura vertica-le, con aumenti significativi degli investimenti nei processi innovativi. In tale rinnovato scenario, l'utilizzo delle nuove tecnologie comporta un'evoluzione del ruolo stesso dell'agricoltore, che oggi è più affine alla figura di un manager chiamato ad assu-mere decisioni in grado di sviluppare soluzioni nuove ed innovative. Diventa inoltre necessario definire nuove relazioni tra gli attori operanti nel contesto o nuove modalità di interazione tra di essi, in grado di definire nuove "regole di gioco" e nuove possibilità di crescita per ciascuno. Il presente lavoro si propone di interpretare le più recenti innovazioni nel campo dell'agri-coltura di precisione in Italia secondo la prospettiva della Service-Dominant logic, allo scopo di fornire nuovi strumenti d'indagine e di analisi delle dinamiche relazionali e dei processi deci-sionali degli Attori e desumere nuove riflessioni manageriali e di gestione d'impresa. Vengono pertanto suggeriti nuovi spunti interpretativi delle dinamiche relazionali che intercorrono tra gli attori operanti nell'ambito dell'agricoltura di precisione, attraverso la lente interpretativa fornita dagli studi sui service ecosystem .

Sustainability is a fundamental concern of our times and is particularly important in healthcare, since people are embedded in the healthcare systems on which their health and the viable usage of resources depend. Due to the complexity of healthcare systems, both in terms of governance and pathways from decisions to behaviours, there is no one-size-fits-all theory, but solutions have to be co-created with the actors operating within the systems. This paper proposes case theory as the methodological approach to analyse and interpret cases in order to identify theories suitable for sustainable healthcare systems. Case theory is a recent extension of case study research that includes network theory and systems theory. An example of a case from an Italian regional healthcare system dealing with stroke patients is presented to show how several methods can be mixed and how a substantive theory emerges.

This paper provides a practical example of how service and systems theories can be successfully integrated to develop a comprehensive analysis and theorization of solutions for a specific issue, that is, misinformation management in online social network sites (OSNs). A literature review and elaboration of different theories (service science, service-dominant logic, viable systems approach) and approaches (collective intelligence and collective knowledge systems, group decision making) specifically related to ONS is developed and presented in the form of propositions and constructs. It results that the issue of misinformation in OSNs can be analyzed as a threat to service (eco) system viability, while technological solutions, engagement and the participation of communities by means of collective knowledge systems should be adopted as strategies to align with relevant supra-systems to survive. The originality of the paper relies on the following: (i) expanding service research analysis horizons to OSNs; (ii) providing a practical example of how Service Science, Service-Dominant Logic and Viable Systems Approach perspectives can be integrated to theorize and practically find ways to reshape contexts, such as OSN misinformation management; and (iii) presenting a multidisciplinary conceptual model to the OSN literature, based on service systems and service ecosystems, linking theory to practice.

Abstract: Today, growing complexity and variability of the business environment, calls for more flexible and efficient production systems. Among the most effective and efficient production system, the Japanese lean production is the most known and studied, but still not the most applied with success outside Japan. The reason of the scarce success of lean production outside its native country is the insufficient understanding of the strong interactions among the enterprise system and the business system.

This work proposes a conceptual framework that combines the service ecosystems view (stemming from Service-Dominant logic) with the concept of territorial ecosystems (stemming from destination management studies). The paper aims at exploring the underlying dynamics of territorial ecosystems that can impact the competitiveness and sustainability of a community as a whole. The main goal is to support decision making in disadvantaged territories characterized by the urge to harmonize needs to achieve a sustainable advantage. Based on a literature review of the evolution of territory in destination management, a model for meta-management in territorial ecosystems is proposed. The empirical research adopts a mixed method (content analysis and semi-structured interviews) to explore the single case study of Libera, an Italian non-profit association that challenges organized crime. The study reframes Libera, its actors and territory as a service ecosystem. The findings from the case study reveal the existence of different types of territorial capital at the micro, meso and macro-level. Moreover, the results allow the identification of three main steps that the governance can realize at a meta-management level to harmonize the actor's objectives and goals and foster the creation of a cohesive sustainable-oriented culture. From a theoretical point of view, the study encourages further research to introduce a strategic framework able to identify different strategies for value co-creation and sustainable outcomes. Revealing the key drivers for the local development and sustainability of territories can help managers understand how to optimize the relationships of all the ecosystem's stakeholders and how to monitor value co-creation in progress during all the phases of the service provision.

While companies are investing increasingly in sustainability measures, the effects of firms' sustainability actions on consumer perceptions should not be taken for granted and deserve to be investigated. By adopting the interpretative lens of consumer culture theory, this paper defines a set of cognitive dimensions which can describe consumer perceptions of sustainability actions and the behaviors of small-medium enterprises (SMEs), with the aim of identifying the relationships between firms' sustainability actions and the economic performance of SMEs. To this extent, the cognitive dimensions proposed by Green & Petre (1996) are re-elaborated to define a set of customer cognitive dimensions in the sustainability domain (resilience, wholeness, mapping, coding, and engagement). Thus, the relationships between SMEs' sustainability actions and behaviors, the defined cognitive influencers and SME performance is empirically tested. In particular, a survey of a sample of 1137 customers of 175 Italian SMEs is analyzed using structural equation modelling (SEM). The findings show that the adoption of certain sustainability actions influences consumer perceptions, which in turn impacts the economic performance of SMEs.

Energy is a complex issue to deal with, and the paper's purpose is to decline a systems theory reflections capable of interpreting complex phenomena in order to better design and manage future energy agendas. Achieving an efficient matching of energy demand and supply needs, introducing a market mechanism for the allocation and pricing of energy resources especially take the specific requirements of energy producers and consumers into account. Moreover, many other actors ought to be taken into considerations; among these for certain all world population and future generations. It seems that energy is a socioeconomic topic that needs to be approached with network and complexity theories due to the number of interested parties and the numerous perspectives with which it can be viewed and analyzed. Furthermore, Smart Energy Grid requires continuous improvement in the interactions among system elements in order to optimizing resource allocation, collaborative advantages and cooperative strategies, indeed for the systemic equilibrium within the complex service systems related the energy services provision. The new logic of co-creation of value is win-win, which considers the interaction among several entities represented by a number of Service Systems, and the desire to gain a collective mutual satisfaction, in which the active contribution is multiple, the integration is maximal, complementarity is crucial. The paper suggests that the Viable Systems Approach (VSA), a methodological key based on systems theory and relationships, useful for the interpretation of complex phenomena, might be promising to support world community discussion upon energy, both in terms of value co-creation processes and of the general behavior of nowadays smart service systems. This work is licensed under the Creative Commons Attribution 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/3.0/ For the energy issue, one of possible solution can be the implementing of Demand-Side-Management (DSM), able to allow distributed energy storages and advanced communication technological network for renewable generations in the grid. VSA, in fact, focuses on the analysis of relationships among socioeconomic actors in search of viable interacting conditions, and this may support the valorization of all interested parties expectations, giving voice to all the actors interested in the energy topic.

While companies are investing increasingly in sustainability measures, the effects of firms' sustainability actions on consumer perceptions should not be taken for granted and deserve to be investigated. By adopting the interpretative lens of consumer culture theory, this paper defines a set of cognitive dimensions which can describe consumer perceptions of sustainability actions and the behaviors of small-medium enterprises (SMEs), with the aim of identifying the relationships between firms' sustainability actions and the economic performance of SMEs. To this extent, the cognitive dimensions proposed by Green & Petre (1996) are re-elaborated to define a set of customer cognitive dimensions in the sustainability domain (resilience, wholeness, mapping, coding, and engagement). Thus, the relationships between SMEs' sustainability actions and behaviors, the defined cognitive influencers and SME performance is empirically tested. In particular, a survey of a sample of 1137 customers of 175 Italian SMEs is analyzed using structural equation modelling (SEM). The findings show that the adoption of certain sustainability actions influences consumer perceptions, which in turn impacts the economic performance of SMEs.

To symbolize the importance of contextual factors of provision in the contemporary service era, in festival research, the term festivalscape has been proposed. Despite the large number of works investigating the construct, extant research does not adequately assess the systemic and interactive nature of festivals, which can be viewed as a set of interconnected elements. To bridge this gap, this article evaluates four festival attributes (atmosphere, service quality, people interaction and collateral services) according to service-dominant logic and service-ecosystem view. Current work examines a light festival organized in Salerno during the Christmas holiday using a sequential regression analysis, revealing the mediating role of experience and satisfaction in influencing behavioural intention.

Aim of this work is to shed light on sustainable value and develop a model, based on vSa and translated at applicative level through the system dynamics methodology for measuring sustainable value. By adopting vSa perspective, value, characterized by strongly subjective contents, will be considered as a vector quantity, as the result of the subjective weighting of the different dimensions that may change according to the considered organization. Starting from the analysis of system dynamics and vSa, we will implement the theoretical framework into a model developed with system dynamics, hence through a methodology capable of addressing systemic problems which is also an expressive approach to solve issues arising in complex systems (characterized by interdependence, mutual interaction, information feedback, circular causality). In order to translate theory into "action and application" we will develop a model through which it will be possible to exploit the advantages of vSa implemented into an SD model, which ultimately can also be instantiated to specific cases and then simulated for further quantitative insights. Currently, there is no theoretical/practical approach to sustainable value measurement for business organizations that simultaneously considers the dimensions of the triple bottom line together with the subjective perspective of decision-makers. From these considerations, we derived the idea to integrate vSa and system dynamics with the aim of analyzing the issue of sustainable value, whose triple dimension is usually (erroneously) seen under a perspective that does not consider the interactions among those three dimensions. The integration of the subjective perspective within a model for calculating sustainable value can be seen as considering vSa as the theoretical framework, and system dynamics as the methodology that allows translating such an approach into a model that can later be simulated. It is also worth mentioning that through the application of the vSa theory to the case of sustainable value, by means of a transcoding approach like the system dynamics one, we are somehow trying to "redefine", or better "enhance", the vSa theory itself, by "operationalizing" it.

Purpose – Poverty, hunger, inequalities, diseases, unsustainable use of resources, etc., in spite of advances of the last decades, still result unsolved worldwide issues. All relate to the challenges of sustainability and sustainable development that now call for urgent answers. Education is one of the key drivers of a really transformative change. To address this change, however, a profound re-thinking of education programs is required, as has emerged at the end of the UNESCO’s Decade of Education for Sustainable Development. The purpose of this paper is to explore how the scientific community of the Naples Forum on Service responds to this call. Design/Methodology/approach – By adopting a “3Pillars-Based” integrated perspective, key assumptions and findings from the three scientific communities of the Forum are identified to find foundational elements of a lifelong education process, targeted to address the multiple challenges of sustainability and sustainable development. Finding...

In this text we argue that it is theoretically possible to create artificial life-forms that function as autonomous businesses within the real-world human economy and explore some of the implications of the development of such beings. Building on the cybernetic framework of the Viable Systems Approach (VSA), we formulate the concept of an ‘organism-enterprise’ that exists simultaneously as both a life-form and a business. The possible existence of such entities both enables and encourages us to reconceptualize the historically anthropocentric understanding of a ‘business’ in a way that allows an artificial life-form to constitute a ‘synthetic’ organism-enterprise (SOE) just as a human being acting as a sole proprietor constitutes a ‘natural’ organism-enterprise. Such SOEs would exist and operate in a sphere beyond that of current examples of artificial life, which produce goods or services within some simulated world or play a limited role as tools or assistants within a human business. Rather than competing against artificial organisms in a virtual world, SOEs could potentially survive and evolve through competition against human businesses in our real-world economy. We conclude by briefly envisioning particular examples of SOEs that elucidate some of the legal, economic, and ethical issues that arise when a single economic ecosystem is shared by competing human and artificial life. It is suggested that the theoretical model of synthetic organism-enterprises developed in this text may provide a useful conceptual foundation for computer programmers, engineers, economists, management scholars and practitioners, ethicists, policymakers, and others who will be called upon in the coming years to grapple with the realities of artificial agents that increasingly function as autonomous enterprises within our world’s complex economic ecosystem.