Viable Systems Approach and Consumer Culture Theory: A Conceptual Framework

Abstract

The aim of this study is to depict the relational dynamics between the firm/
\nbrand and the individual/consumer or communities of consumers. To this aim
\nwe propose a conceptual framework, integrating the viable systems approach
\n(VSA) with consumer culture theory (CCT), which considers the individual as
\nan active co-maker of the product/brand (‘prosumer’). The VSA view of the
\nfirm overcomes the limitations of CCT research, which is mainly focused on
\nthe individual, giving little consideration to the other actors in the context.
\nAmong the different approaches under the umbrella of viable systems we
\nchose the VSA because of its emphasis on the analysis of the systemic external
\nrelations with the agents in the context, helping to underscore the marketing and social perspectives of CCT. Using a viable systemic perspective, the firm/brand and the individual/consumer can be conceived as viable systems embedded in a social-business context. Therefore, the consumption system
\ncan be considered as the momentum for the creation and maintenance of
\nsymbolic and cultural relationships between the firm/brand and the
\nindividual/consumer or communities of consumers (i.e. brand communities
\nor subculture of consumption). These relationships are finalized to establish a common and consonant language in order to achieve a desired consonance
\nlevel capable of enabling both the consumer and the firm/brand to co-evolve, maintain, and enhance their systemic viability.