A Systems Perspective on Markets: Toward a Research Agenda


Baron, JS, Vargo, Stephen, Koskela-Huotari, Kaisa, Reynoso, Javier and Colursio, Maria (2017) A Systems Perspective on Markets: Toward a Research Agenda. Journal of Business Research, 79. pp. 260-268.

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Abstract

This paper addresses the implications of an emerging, increasingly important way of thinking about markets: systems thinking. A market is one of the most founational abstractions in marketing and business research; yet, it often receives too little attention. As a result, the taken-for-granted assumptions about markets spur from over-simplified conceptualizations of neoclassical economics that depict markets as static and mechanistic. Systems thinking represents a major change in perspective that involves transcending this mechanistic worldview and thinking instead in terms of wholes, relationships, processes, and patterns. We argue that building a theory of markets based on systems thinking, would enable scholars to develop more realistic models that correspond with fast-changing business environment and therefore, increase both the rigor and relevance of future research. To further this aim, we identify the main implications of systems thinking and formulate them into a research agenda to further the systemic understanding of markets.

Item Type: Article
Uncontrolled Keywords: Markets, Systems thinking, Marketing, Complex systems, Research Agenda
Depositing User: Symplectic Admin
Date Deposited: 03 Apr 2017 07:50
Last Modified: 19 Jan 2023 07:07
DOI: 10.1016/j.jbusres.2017.03.011
Related URLs:
URI: https://livrepository.liverpool.ac.uk/id/eprint/3006765

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