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Systems thinking in strategy, marketing and supply chain and application for business sustainability

Alexander, Anthony 2012. Systems thinking in strategy, marketing and supply chain and application for business sustainability. Presented at: Understanding Complex Systems, Cardiff Business School, Cardiff University, Cardiff, UK, 27 September 2012. Published in: Spiegler, Virginia L. M. and Eyers, Daniel Roy eds. Understanding Complex Systems: Conference Proceedings. Cardiff: Cardiff University, pp. 26-31.

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Early work applying systems theory to marketing by Fisk (1967) was arguably ahead of its time but suffered from the limitations of the age. The later rise of computer modelling has enabled complex systems to be better understood. But how can this reveal the transition points between a system operating in a simple, and thereby predictable way, or in a complex and turbulent, unpredictable way? Looking at the natural world for inspiration, and at different cultural ways of interpreting the natural world, the balance and interplay between linear simplicity and nonlinear complexity seen in nature are discussed. This is contrasted with the traditional dominance of ‘mechanical thinking’ in management. Practical application is then considered, with a particular focus on sustainability issues related to demand and supply management.

Item Type: Conference or Workshop Item (Paper)
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Publisher: Cardiff University
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Last Modified: 10 Oct 2017 14:44

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