Cybernetics of Value Co-creation

The paradigm shift from value creation to value "co-creation" calls for a deeper grasp of organizational learning in marketing theory. This paper adopts a cybernetic view of the process of value co-creation to shed light on its relevant aspects and to supply a framework to implement operations and strategies to foster this process. Can cybernetics help to better understand the process of value co-creation? Can the Viable System Model (Beer, 1979) be a sound approach to shape a more effective value co-creation process able to achieve higher satisfaction and value? In this theoretical paper we will show how cybernetic can be effectively used to give a positive answer to both questions above