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This article explores how complexity theory can help marketers to understand a market and to operate within it. Essentially, it argues that complexity theory has the potential to provide both global and some local explanations of markets and is complementary to local theories like relationship marketing that may be more familiar to marketing managers. It establishes four types of complex systems that might be used to model social systems. Of these four types, complex adaptive systems seem most appropriate to describe markets. This is illustrated in an investigation of Honda in the global automobile industry. Implications for marketing managers centre on the need to understand feedback loops at many levels of a path‐dependent system that are inherently difficult to predict and control.

Complex systems adapt to survive, but little comparative literature exists on various approaches. Adaptive complex systems are generic, this referring to propositions concerning their bounded instability, adaptability and viability. Two classes of adaptive complex system theories exist: hard and soft. Hard complexity theories include Complex Adaptive Systems (CAS) and Viability Theory, and softer theories, which we refer to as Viable Systems Theories (VSTs), that include Management Cybernetics at one extreme and Humanism at the other. This paper has a dual purpose distributed across two parts. In Part 1, the purpose of this paper is to identify the conditions for the complementarity of the two classes of theory. In Part 2, the purpose is to explore (in part using Agency Theory) the two classes of theory and their proposed complexity continuum.

A detailed analysis of the literature permits a distinction between hard and softer approaches towards modelling complex social systems. Hard theories are human-incommensurable, while soft ones are human-commensurable, therefore more closely related to the human condition. The characteristics that differentiate between hard and soft approaches are identified.

Hard theories are more restrictive than the softer theories. The latter can embrace degrees of “softness” and it is explained how hard and soft approaches can be mixed, sometimes creating Harmony.

There are very few explorations of the relationship between hard and soft approaches to complexity theory, and even fewer that draw in the notion of harmony.

Complex systems adapt to survive, but little comparative literature exists on various approaches. Adaptive complex systems are generic, this referring to propositions concerning their bounded instability, adaptability and viability. Two classes of adaptive complex system theories exist: hard and soft. Hard complexity theories include Complex Adaptive Systems (CAS) and Viability Theory, and softer theories, which we refer to as Viable Systems Theories (VSTs), that includes Management Cybernetics at one extreme and Humanism at the other. This paper has a dual purpose distributed across two parts. In part 1 the purpose was to identify the conditions for the complementarity of the two classes of theory. In part 2 the two the purpose is to explore (in part using Agency Theory) the two classes of theory and their proposed complexity continuum.

Explanation is provided for the anticipation of behaviour cross-disciplinary fields of theory dealing with adaptive complex systems. A comparative exploration of the theories is undertaken to elicit concepts relevant to a complexity continuum. These explain how agency behaviour can be anticipated under uncertainty. Also included is a philosophical exploration of the complexity continuum, expressing it in terms of a graduated set of philosophical positions that are differentiated in terms of objects and subjects. These are then related to hard and softer theories in the continuum. Agency theory is then introduced as a framework able to comparatively connect the theories on this continuum, from theories of complexity to viable system theories, and how harmony theories can develop.

Anticipation is explained in terms of an agency’s meso-space occupied by a regulatory framework, and it is shown that hard and softer theory are equivalent in this. From a philosophical perspective, the hard-soft continuum is definable in terms of objectivity and subjectivity, but there are equivalences to the external and internal worlds of an agency. A fifth philosophical position of critical realism is shown to be representative of harmony theory in which internal and external worlds can be related. Agency theory is also shown to be able to operate as a harmony paradigm, as it can explore external behaviour of an agent using a hard theory perspective together with an agent’s internal cultural and cognitive-affect causes.

There are very few comparative explorations of the relationship between hard and soft approaches in the field of complexity and even fewer that draw in the notion of harmony. There is also little pragmatic illustration of a harmony paradigm in action within the context of complexity.

This article proposes an adaptive strategy for managing knowledge in complex organizations. Specifically, this article aims to extend understanding in the field of knowledge management (KM) by examining how an adaptive strategy for managing knowledge can help organizations become innovative and build dynamic capabilities.

Literature on complexity theory and KM is reviewed to propose the development of an adaptive strategy that will assist organization in managing knowledge and becoming innovative. The paper is structured around the following constructs: complexity theory, complex adaptive systems, and KM.

A link between an adaptive strategy for managing knowledge, innovation and dynamic capability is established. The central proposition of the article is the organizations that follow adaptive complex processes for managing knowledge are better able to compete in the market today.

This article extends prior research on KM by proposing complexity theory as a framework for establishing adaptive strategies for managing knowledge and fostering innovation.

With the dramatic environmental changes and fierce competition that organizations are faced with today, managing knowledge becomes critical for driving creativity and adapting to changing markets. Organizations lack direction on how best to develop an adaptive strategy for managing knowledge. The revelation of adaptive processes for managing knowledge in complex systems can lead to more effective KM practices and a higher rate of creativity and flexibility.

The study answers recent calls for defining processes for the second generation of KM that shift focus from the codification and transfer of knowledge to the creation of new knowledge. Although previous studies have established a link between complex adaptive systems and KM, this study takes it one step further in defining an integrative strategy for the creation of knowledge based on the processes of complex adaptive systems. The paper provides a foundation for future studies to test the causal relationship between adaptive processes for knowledge creation and innovation.

This paper brings together the literature on theories of complexity adaptive systems (CAS), develops an analytical framework, applies this framework to the development of tourism destinations and critically reflects on the use of this perspective.

This paper elaborates on a CAS perspective on destination development, to further develop complexity thinking in tourism studies. This approach enables to identify policy avenues geared towards improving destination governance and contributing to sustainable tourism development.

Theories of CAS offer an analytical lens to better understand destination development, drawing explicit attention to (1) the levels of the individual, (emergent) structures, the structure-agency interface and the system level, (2) the steps related to the process of adaptation that is critical for systems to survive and thrive in times of change and (3) the undervalued importance of considering the factor of time.

Applying CAS theories help to address a range of (policy) avenues to improve destination governance, contributing to a shift in focus from reactively fixing problems to proactively addressing the structural issue of adaptive capacity building. It shows that managing tourism destination as complex systems involves a set of conditions that are critical as well as difficult to meet in tourism practice.

Quality management constructs related to management leadership and workforce involvement have consistently shown strong correlation with firm success for years. However, there is an increasing body of research based on complexity theory (CT) suggesting that constructs such as these should be viewed as variables in a complex system with inter-dependencies, interactions, and potentially nonlinear relationships. Despite the significant body of conceptual research related to CT, there is a lack of methodological research into these potentially nonlinear effects. The purpose of this paper is to demonstrate the theoretical and practical importance of non-linear terms in a multivariate polynomial model as they become more significant predictors of firm success in collaborative environments and less significant in more rigidly controlled work environments.

Multivariate polynomial regression methods are used to examine the significance and effect sizes of interaction and quadratic terms in operations scenarios expected to have varying degrees of complex and complex adaptive behaviors.

The results find that in highly collaborative work environments, non-linear and interaction effects become more significant predictors of success than the linear terms in the model. In more rigid, less collaborative work environments, these effects are not present or significantly reduced in effect size.

This study shows that analytical methods sensitive to detecting and measuring nonlinearities in relationships such as multivariate polynomial regression models enhance our theoretical understanding of the relationships between constructs when the theory predicts that complex and complex adaptive behaviors are present and important.

This study demonstrates that complex adaptive behaviors between management and the workforce exist in certain environments and provide greater understanding of factor relationships relating to firm success than more traditional linear analytical methods.

This chapter addresses two identified weaknesses in entrepreneurial ecosystem studies: there is a lack of focus on the relationships between the components of entrepreneurial ecosystems and little understanding of the underlying processes that determine how entrepreneurial ecosystems change over time. Both entrepreneurial ecosystems and solutions ecosystems from social entrepreneurship studies are place-based complex adaptive systems that are emergent in nature. While neither of these ecosystem types can be controlled, they can be influenced and guided to follow a direction by designing conditions for emergence and transitions. In this chapter, the proposition that an online tool, that is used to strengthen solution ecosystems and support their emergence and transition, could also be used to strengthen entrepreneurial ecosystems and guide their emergence and transition is examined. Two cases are used to investigate this proposition: a food security solution ecosystem case study that demonstrates how the online tool is used for solution ecosystems, and an impact economy entrepreneurial ecosystem case study that highlights how the online tool could be used for an entrepreneurial ecosystem. It is demonstrated in this chapter that the online tool can be used to address the current weaknesses of entrepreneurial ecosystem studies. In addition, it is suggested that by combining solution ecosystems with an impact economy entrepreneurial ecosystem, the online tool can be used to support the creation of conditions for social entrepreneurial places to emerge that are capable of addressing the most pressing problems that places face including the sustainable development goals.

This paper introduces a conceptual lens for leading social change in slums and informal settlements. In line with this aim, the purpose of this case study is to describe the public problem-solving approach of a social change organization situated in an informal settlement through the lens of adaptive leadership, complexity theory and social change leadership (SCL).

This paper follows an engaged reflection tradition. First, the author-practitioners describe an informal settlement case hereafter called ISC in southeast Iran where many people have historically remained undocumented and uneducated. Using complex adaptive systems theory, adaptive leadership and SCL as the conceptual lens, the paper analyzes ISC as a complex adaptive context in which the community and the government are in tension in solving problems, particularly illiteracy. The instrumental case study draws from participant observation and document analysis to describe and examine the endeavors of a community office operating within ISC. Through this reflective analysis, the authors illustrate how a social change organization can effectively tackle public issues like illiteracy within informal settlements.

This paper applies complexity leadership theory to a social context. The study illustrates how social change organizations can support the transformation of informal spaces into adaptive spaces to enact social change.

This paper reflects on engagement activity near the insecure borders of Iran, Afghanistan and Pakistan. By extending an organizational-level theory to the public sphere, this paper contributes theoretically to the complexity theory literature. Moreover, it provides a practical insight for community development and slum upgrading projects.

We discuss the impact of complexity science on the design and management of health care organizations over the past decade. We provide an overview of complexity science issues and their impact on thinking about health care systems, particularly with the rising importance of information systems. We also present a complexity science perspective on current issues in today’s health care organizations and suggest ways that this perspective might help in approaching these issues.

We review selected research, focusing on work in which we participated, to identify specific examples of applications of complexity science. We then take a look at information systems in health care organizations from a complexity viewpoint.

Complexity science is a fundamentally different way of understanding nature and has influenced the thinking of scholars and practitioners as they have attempted to understand health care organizations. Many scholars study health care organizations as complex adaptive systems and through this perspective develop new management strategies. Most important, perhaps, is the understanding that attention to relationships and interdependencies is critical for developing effective management strategies.

Increased understanding of complexity science can enhance the ability of researchers and practitioners to develop new ways of understanding and improving health care organizations.

This analysis opens new vistas for scholars and practitioners attempting to understand health care organizations as complex adaptive systems. The analysis holds value for those already familiar with this approach as well as those who may not be as familiar.

The purpose of this paper is to build a bridge between climate change adaptation and spatial planning and design. It aims to develop a spatial planning framework in which the properties of climate adaptation and spatial planning are unified.

Adaptive and dynamical approaches in spatial planning literature are studied and climate adaptation properties are defined in a way they can be used in a spatial planning framework. The climate adaptation properties and spatial planning features are aggregated in coherent groups and used to construct the spatial planning framework, which subsequently has been tested to design a climate adaptive region.

The paper concludes that the majority of spatial planning methods do not include adaptive or dynamic strategies derived from complex adaptive systems theory, such as adaptive capacity or vulnerability. If these complex adaptive systems properties are spatially defined and aggregated in a coherent set of spatial groups, they can form a spatial planning framework for climate adaptation. Each of these groups has a specific time dimension and can be linked to a specific spatial planning “layer”. The set of (five) layers form the spatial planning framework, which can be used as a methodology to design a climate adaptive region.

Previous research did not connect the complex issue of climate change with spatial planning. Many frameworks are developed in climate change research but are generally not aiming to meet the needs of spatial planning. This article forms the first attempt to develop a spatial planning framework, in which non‐linear and dynamical processes, such as climate adaptation, is included.