Purpose – This article sets out to describe the benefits of systems thinking in overcoming short‐sighted decision making in business and industrial marketing. Design/methodology/approach – The article illustrates specific tools and recent applications of systems thinking research. Findings – The basic building‐blocks for creating microworlds are the claims made by stakeholders running and affected by real‐life systems. Research limitations/implications – Suggestions for future research includes transforming research designs from linear one‐way models to models expressly recognizing time delays, feedback loops among variables, and seemingly hidden, unimportant relationships. Practical implications – All business exchanges involve systems and there is more complexity than is readily apparent; systems thinking helps decision makers to deeply understand what is really happening. Originality/value – This article advises replacing the one‐direction thinking and research paradigm that dominates business and industrial marketing with systems thinking and system dynamics modeling; the article identifies examples and the literature necessary to embrace this alternative paradigm.
Journal of Business & Industrial Marketing – Emerald Publishing
Published: Jan 1, 2006
Keywords: Feedback; Systems and control theory; Systems engineering; Process analysis
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