Linking the viable system and many‐to‐many network approaches to service‐dominant logic and service science
International Journal of Quality and Service Sciences
ISSN: 1756-669X
Article publication date: 23 March 2010
Abstract
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 approach (VSA), proposed by Italian researchers and highly diffused in Italy during the 2000s.
Design/methodology/approach
This paper is a conceptual analysis based on recent developments in service science, S‐D logic and network/systems theory.
Findings
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.
Research limitations/implications
The network and systemic approach to business offer by many‐to‐many marketing and VSA and applicable to service and the value creation, relationship management and business finalities, are strongly coherent with the one proposed or tacitly implied by service science and S‐D logic.
Practical implications
The paper helps practitioners to better manage service and to enable efficient behaviour within multiple contexts with multiple actors and optimising inter‐systemic relations.
Originality/value
This is believed to be the only paper to apply network theories and the VSA perspective on service.
Keywords
Citation
Barile, S. and Polese, F. (2010), "Linking the viable system and many‐to‐many network approaches to service‐dominant logic and service science", International Journal of Quality and Service Sciences, Vol. 2 No. 1, pp. 23-42. https://doi.org/10.1108/17566691011026586
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited