Advancing systems thinking and building microworlds in business and industrial marketing

Abstract

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.