What is Viable Systems Perspective

The aim of this chapter is to propose a conceptual framework, based on an interdisciplinary approach, which integrates the Viable Systems Perspective, Institutional and neo-Institutional Theory and Structuration Theory with the Consumer Behaviour Theory. The reason for this is to show the relational dynamics between the firm-brand and the individual-consumer, and between these and the direct-indirect stakeholder. The chapter is based on the reflection that the consumption system can be thought of as having two levels. The first is a micro-level, where the consumption system is characterized by the momentum of the creation and maintenance of consonant relationships between the firm-brand and the individual-consumer in order to achieve mutual systemic viability. The second is a macro-level, characterized by the concept that relationships between firm-brand and individual-consumer influence both direct and indirect stakeholders. Within these relationships, according to Stakeholder Theory, it is therefore very important to consider the reciprocal influences the indirect stakeholder has on and receives from the relationships. The results of these relationships affirm the legitimate conditions on which sustainability requirements (economic, social and environmental) are based. For these reasons the proposed conceptual framework will analyze the firm-brand three-dimensional social role when it is engaged to create and/or maintain and/or guarantee a long term enduring relationship.