Systems Thinking in Strategy Development

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Copyright: 2012
Pages: 29
Source title: Systems Thinking and Process Dynamics for Marketing Systems: Technologies and Applications for Decision Management
Source Author(s)/Editor(s): Dr. Rajagopal (Monterrey Institute of Technology and Higher Education ITESM, Mexico)
DOI: 10.4018/978-1-4666-0969-3.ch002

Keywords: Business & Management / Business Information Systems / Business Science Reference / Decision Support Systems

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Abstract

Systems thinking is considered as an important tool in developing strategic decision in marketing. The systems approach enables connecting objects of various types to a single platform of thinking, to organize different forms of activity within the given time and space of the situation in business. This chapter describes how systems thinking could provide a framework to various marketing process and create a map of the value chain that specifies relationships among the components of the marketing processes. Discussions in the chapter provide a conceptual framework of the development of systems thinking and systems methodologies and explain how such approaches can deal with issues of market complexity. Causal models in developing marketing strategy are illustrated, and new insights on thinking as a method to achieve desired business performance are also discussed.

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