Viable Systems Approach and Consumer Culture Theory: A Conceptual Framework

The aim of this study is to depict the relational dynamics between the firm/brand and the individual/consumer or communities of consumers. To this aimwe propose a conceptual framework, integrating the viable systems approach(VSA) with consumer culture theory (CCT), which considers the individual asan active co-maker of the product/brand (‘prosumer’). The VSA view of thefirm overcomes the limitations of CCT research, which is mainly focused onthe individual, giving little consideration to the other actors in the context.Among the different approaches under the umbrella of viable systems wechose the VSA because of its emphasis on the analysis of the systemic externalrelations with the agents in the context, helping to underscore the marketingand social perspectives of CCT. Using a viable systemic perspective, the firm/brand and the individual/consumer can be conceived as viable systemsembedded in a social-business context. Therefore, the consumption systemcan be considered as the momentum for the creation and maintenance ofsymbolic and cultural relationships between the firm/brand and theindividual/consumer or communities of consumers (i.e. brand communitiesor subculture of consumption). These relationships are finalized to establish acommon and consonant language in order to achieve a desired consonancelevel capable of enabling both the consumer and the firm/brand to co-evolve,maintain, and enhance their systemic viability.