Systems theory
(also called general systems theory)
(also called general systems theory)
DESCRIPTION
A theory aimed at understanding, explaining, and predicting the behaviors of complex systems where the emphasis is on studying systems as a whole.
A theory aimed at understanding, explaining, and predicting the behaviors of complex systems where the emphasis is on studying systems as a whole.
KEY INSIGHTS
Based on pioneering research by von Bertalanffy (1968) on general systems theory, the theory adopts a holistic view of systems behavior, where systems are more than the sums of their parts. In the theory, the term systems is viewed broadly and as such, encompasses the study of organizations, management, and marketing from perspectives including that of economics, psychology, and sociology. Systems theory views a system as being composed of interacting and interdependent parts where relationships emerge to form the whole.
Based on pioneering research by von Bertalanffy (1968) on general systems theory, the theory adopts a holistic view of systems behavior, where systems are more than the sums of their parts. In the theory, the term systems is viewed broadly and as such, encompasses the study of organizations, management, and marketing from perspectives including that of economics, psychology, and sociology. Systems theory views a system as being composed of interacting and interdependent parts where relationships emerge to form the whole.
KEYWORDS Systems, holistic perspective, complexity
IMPLICATIONS
Principles and concepts from systems theory can be potentially applied to obtain insights into many areas of marketing where systems are present. Such systems may be relatively focused and defined (e.g. departments within organizations) or quite broad (e.g. all of marketing practice). Recognizing principles including that where every system is an interaction of elements manifesting as a whole allows the potential to study relationships among elements and interactions among elements that may be otherwise overlooked without such a holistic view. Some services within marketing, for example, are sufficiently complex as to warrant consideration of a systems approach for measuring service quality.
Principles and concepts from systems theory can be potentially applied to obtain insights into many areas of marketing where systems are present. Such systems may be relatively focused and defined (e.g. departments within organizations) or quite broad (e.g. all of marketing practice). Recognizing principles including that where every system is an interaction of elements manifesting as a whole allows the potential to study relationships among elements and interactions among elements that may be otherwise overlooked without such a holistic view. Some services within marketing, for example, are sufficiently complex as to warrant consideration of a systems approach for measuring service quality.
APPLICATION AREAS AND FURTHER READINGS
Marketing Research
Sirgy, M. Joseph (1984). Marketing as Social Behavior: A General Systems Theory. New York: Praeger, 1984.
Sirgy, M. Joseph (1984). Marketing as Social Behavior: A General Systems Theory. New York: Praeger, 1984.
Johnson, R. L., Tsiros, M., and Lancioni, R. A. (1995). ‘Measuring Service Quality: A Systems Approach,’ Journal of Services Marketing, 9(5), 6–21.
BIBLIOGRAPHY
Bertalanffy, Ludwig von (1968). General System Theory: Foundations, Development, Applications. New York: George Braziller.
Bertalanffy, Ludwig von (1968). General System Theory: Foundations, Development, Applications. New York: George Braziller.
Bertalanffy, Ludwig von (1972). ‘The History and Status of General Systems Theory,’ Academy of Management Journal, 15(4), December, 407–426.