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The authors suggest that this generic actor-to-actor (A2A) orientation, in turn, points toward the dynamic and systemic nature of social and economic exchange. To account for the complexity, indeterminacy, and viability of these dynamic systems, they highlight the importance of general systems theory, complexity theory, and the viable systems approach and propose that cross-disciplinary scholarly efforts are necessary in order to develop models and frameworks that can simplify the complexity of social and economic exchange in meaningful ways and ultimately inform practice and public policy.<\/p>","DOI":"10.4018\/jssmet.2012070102","type":"journal-article","created":{"date-parts":[[2012,9,26]],"date-time":"2012-09-26T01:23:31Z","timestamp":1348622611000},"page":"12-25","source":"Crossref","is-referenced-by-count":167,"title":["Toward a Service (Eco)Systems Perspective on Value Creation"],"prefix":"10.4018","volume":"3","author":[{"given":"Heiko","family":"Wieland","sequence":"first","affiliation":[{"name":"University of Hawaii, USA"}]},{"given":"Francesco","family":"Polese","sequence":"additional","affiliation":[{"name":"University of Cassino, Italy"}]},{"given":"Stephen L.","family":"Vargo","sequence":"additional","affiliation":[{"name":"University of Hawaii, USA"}]},{"given":"Robert F.","family":"Lusch","sequence":"additional","affiliation":[{"name":"University of Arizona, USA"}]}],"member":"2432","reference":[{"key":"jssmet.2012070102-0","author":"W.Alderson","year":"1965","journal-title":"Dynamic marketing behavior: A functionalist theory of marketing"},{"key":"jssmet.2012070102-1","doi-asserted-by":"publisher","DOI":"10.1108\/09564231211260396"},{"key":"jssmet.2012070102-2","doi-asserted-by":"publisher","DOI":"10.1007\/s11747-007-0075-8"},{"key":"jssmet.2012070102-3","author":"S.Barile","year":"2000","journal-title":"Contributi sul pensiero sistemico in economia d\u2019impresa"},{"key":"jssmet.2012070102-4","author":"S.Barile","year":"2009","journal-title":"Management Sistemico Vitale"},{"key":"jssmet.2012070102-5","author":"S.Barile","year":"2011","journal-title":"Management sistemico vitale"},{"key":"jssmet.2012070102-6","doi-asserted-by":"publisher","DOI":"10.1108\/17566691011026586"},{"key":"jssmet.2012070102-7","doi-asserted-by":"publisher","DOI":"10.1287\/serv.2.1_2.21"},{"key":"jssmet.2012070102-8","first-page":"37","author":"S.Barile","year":"2011","journal-title":"Contributions to theoretical and practical advances in management: A viable systems approach (vSa)"},{"issue":"3","key":"jssmet.2012070102-9","first-page":"375","article-title":"A new perspective of systems complexity in service science. 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