Sergio Barile

Linking the viable system and many‐to‐many network approaches to service‐dominant logic and service science

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 approach (VSA), proposed by Italian researchers and highly diffused in Italy during the 2000s. This paper is a conceptual analysis based on recent developments in service science, S-D logic and network/systems theory. Being grounded in network theory, systems thinking and value co-creation, many-to-many marketing is found to be particularly supportive to both service science and S-D logic. It is also found that VSA, being broad, interdisciplinary and based on systems theory and resource-based theory, and with strong influences from biology, sociology and mechanics, is a key to the interpretation of complex phenomena. Both many-to-many and VSA embrace the whole and the general while still considering the detail and its contextual dependency. Both theories are highly suitable for analysing and designing service systems. The paper helps practitioners to better manage service and to enable efficient behaviour within multiple contexts with multiple actors and optimising inter-systemic relations.

Viable Service Systems and Decision Making in Service Management

This paper addresses decision making in the management of complex service systems, highlighting the contribution of the viable systems approach as an interpretative and governance methodology based on systems thinking. In the last few decades, business management has undergone significant changes due to rapid developments in markets. New competitive strategies and technologies have stimulated global discussion about business models and tools (Ghoshal, 2005). The role of relationships has become increasingly relevant in businesses, and researchers as well as industries are shifting their focus to a service-oriented approach, moving from a paradigm of product to one of service (IfM-IBM Cambridge SSME Report, 2008).

Systems, networks, and ecosystems in service research

Purpose – The purpose of this paper is to create awareness on the need for lifting up the level of analysis in service research by focusing on systems, networks, and ecosystems to contribute to the research expansion of the traditionally narrow view of service. Design/methodology/approach – This conceptual paper is built upon three blocks. First, the viable systems approach is revised to highlight the survival, viability, and complexity of service systems. Second, the dynamics of service networks is discussed using an ecological view of service with a nested, networked configuration. Third, these two previous perspectives are integrated using the fundamentals of ecosystems thinking. Findings – This paper outlines a novel, tri-level approach reorienting and reframing our thinking around systems, networks, and ecosystems. Some research challenges and directions that could expand the body of knowledge in service research are also discussed. Research limitations/implications – The tri-level approach proposed ...

The Contribution of VSA and SDL Perspectives to Strategic Thinking in Emerging Economies

Purpose – The purpose of this paper is to reflect upon strategic marketing in emerging economies (EEs). It tries to answer the research question: what new business models are enabled by the Viable Systems Approach (VSA) and Service-Dominant Logic (SDL) perspectives? Design/methodology/approach – The paper is developed by integrating two well-established perspectives – VSA and SDL – and applying them to inclusive businesses.Findings – The integration of these perspectives allows the authors to recognize a convergence toward business models that seem to be consistent with the principles of inclusive capitalism. The authors claim that by shifting between a reductionist/static and a holistic/dynamic view, these perspectives can be integrated, thus revealing an interesting contribution to the understanding of inclusive business. Specifically, they contribute by highlighting how the economic and social dimensions are intertwined and by highlighting that the management-thinking perspective, which has dominated in recent decades, should shift toward a more inclusive vision.Research limitations/implications – The paper represents an attempt to address an inclusive capitalism perspective in the context of marketing. Nevertheless, the conceptual reasoning developed in the paper should be further supported by empirical research carried out in the context of EEs.Practical implications – The paper has relevant managerial implications that suggest a rethinking of the business model to market with EEs.Originality/value – The paper contributes to the research on inclusive capitalism by linking it to well-grounded conceptual approaches to business that recapture a harmonious relationship between the economy and society.

A service research contribution to the global challenge of sustainability

Purpose Poverty, hunger, inequalities, diseases, unsustainable use of resources, etc., in spite of scientific progress, still remains unsolved worldwide issues. All these issues relate to the challenges of sustainability and sustainable development that now call for urgent answers. The purpose of this paper is to explore how the service research community can respond to this call and to identify key areas of potential contribution. Design/methodology/approach After a brief review of selected service literature aimed at exploring its interest in the topics of sustainability and sustainable development, the authors develop the interpretative proposal identifying the key requirements of a global engagement in the challenge of sustainability and sustainable development and highlighting the potential contribution of service research. Findings Findings highlight the potential contribution of service research to the global challenge of sustainability and suggest acting upon education by considering the “T-Shaped” professional model as a possible reference for embedding sustainability in the education of future managers and addressing the need of interdisciplinary thinking through the systems approach. Research limitations/implications The proposed study of service literature is only an exploratory analysis of main contributions that does not aim to identify gaps but only to highlight the potential of a greater engagement of service research in the global call for a more sustainable and inclusive development. Practical implications A trans-disciplinary approach is also required. This implies the involvement of the business and the social real world. Originality/value This paper represents a novel call for engaging the service research community in a boundary-crossing collaboration with the aim of contributing to address the challenge of sustainability.

Il rapporto impresa-territorio tra efficienza locale, efficacia di contesto e sostenibilità ambientale

Obiettivo del paper : Il paper propone un modello di rappresentazione del territorio come sistema dinamico di relazioni intersoggettive capace di garantire non solo l’efficienza dei processi interni all’organizzazione sviluppata, ma anche risultati efficaci nel contesto complessivo e un impatto sostenibile nell’ambiente piu esteso. Metodologia : Il contributo e sviluppato sulla base dell’Approccio Sistemico Vitale (ASV) sia come metodologia di indagine dei fenomeni sociali sia come metodologia di governo delle organizzazioni. Risultati : Attraverso l’impiego di concetti quali ‘rilevanza’, ‘consonanza’ e ‘risonanza’, l’approccio proposto conduce alla rappresentazione di un sistema territoriale vitale, capace di sopravvivere nel proprio contesto creando valore per i sovrasistemi di riferimento e determinando le condizioni per un equilibrio sostenibile. Limiti della ricerca : Il paper offre un framework teorico-concettuale che potra essere oggetto di studio e di ulteriori sviluppi anche attraverso l’analisi di casi reali e verifiche empiriche. Implicazioni pratiche : Lo schema generale proposto e adottabile, congiuntamente ai modelli manageriali consolidati, tanto dall’attore istituzionale, che vede il territorio nel suo complesso come sistema vitale, quanto dall’attore imprenditoriale, che vede nel territorio un fertile contesto di azione dal quale trarre e al quale offrire opportunita di sviluppo in un intreccio armonico di finalita e in un’ottica condivisa di sostenibilita. Originalita del lavoro : L’originalita del paper risiede nel proporre un modello di sintesi per uno sviluppo sinergico del territorio che catalizzi istanze aziendali, di contesto e ambientali, promuovendo la sostenibilita nei rapporti impresa-territorio. Parole chiave: rapporto impresa-territorio; approccio sistemico vitale; efficienza; efficacia; sostenibilita

Verso la qualificazione del concetto di complessità sistemica

The contribution, through a re-reading, sometimes critical, of the literature on the issue of the complexity, proposes a interpretation of the same useful to the analysis of social dynamics. After argued on the need to devise, in the context of social choices, the complexity as on a subject recipient and strongly influenced by the context of reference, try to restore considerations and reflections typical of business economics in more general schemes. Distinguishing between a structural complexity and a systemic, we can identify the elements useful for a “sociological” interpretation of the concept of non-linearity. The conceptual construction made seems to contribute in a significant way to the possibility to read the digits of the complexity emerging, and to seek the guidelines for the recovery of stability. The evidence of a virtuous circle, devising the dynamic that binds the development of practices from laws and through rules and rules, contributes to clarify the conditions that contribute to the loss of stability of the systems. A long final example, based on the events related to so-called “Financial System”, closes the contribution and contributes to the clarification of the concepts presented.

From the Management of Cultural Heritage to the Governance of the Cultural Heritage System

This chapter highlights the need for a change in perspective in the approach to cultural heritage management towards the adoption of a systems view of governance. Given the current unsatisfactory performance in the management of Italy’s rich cultural heritage, we suggest that a dominant traditional view focused on conservation and protection should be integrated with more effective action through enhancement. The key elements of a model of cultural heritage system governance are illustrated from the perspective of the viable systems approach.

Complexity and Sustainability in Management: Insights from a Systems Perspective

The growing inadequacy of traditional ‘management toolkits’ for dealing with ever more complex phenomena highlights the need for a rethinking of consolidated management approaches: it is necessary a paradigmatic change for setting a pathway of knowledge and taking into account awareness of the limits and, at the same time, capability of overcoming and updating past schema. Acknowledging the unquestionable value of the long tradition of systems thinking contributions to social sciences and business management, the purpose of this work is to highlight the reasons why a systems approach is really needed to better understand business and social dynamics in condition of complexity, how the Viable Systems Approach can support decision making in condition of complexity, and how the discussion of complexity and the survival of viable systems in a complex scenario, implies inevitably, discussion about sustainability.

The role of technology and institutions in tourism service ecosystems: Findings from a case study

Purpose Given the growing attention on service ecosystem and the role played by technology and institutions in shaping of actors’ relations and interactions, the purpose of this paper is to examine a tourism environment with the lens of service ecosystem in order to derive a deeper understanding on the underlying mechanisms. Design/methodology/approach A mixed methodology was used. First, literature review based on service ecosystems framework was conducted to critically analyze the roles of technology and institutions to shape a tourism service ecosystem. Then a case study was conducted. Findings Two main findings are described: the role and the characteristics of physical and virtual engagement touchpoints in the emergence of a tourism service ecosystems; and the relationship between technology and institutions in the resource integration. In particular, the authors conclude that institutions can shape the usage of technology which, in turn, can enable and imply the emergence of new institutions, continually adjusting the system of the tourism service ecosystem. Practical implications The analysis contributes to deepening the knowledge about value co-creation processes and engagement expedients in tourism destination, explaining the role of institutions and technology in helping actors to integrate resources and exchange services. The study can also be useful for practitioners in search for powerful tool to increase the competitiveness of a tourism destination. Originality/value The study is one of the first attempts to conceptualize and operationalize a tourism destination in a service ecosystem framework. In this way it contribute to enhance scientific knowledge in a tourism management literature.