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 International Conference on Complex Systems (ICCS2007)

Application of Complex Systems in Business Situations

Scott Santucci
BluePrint Marketing

     Full text: Not available
     Last modified: August 22, 2007

Abstract
Today, most B2B companies are faced with a variety of competing forces that are forcing them to fundamentally rethink their entire business model. Investors want to see increased margins, but their customers are increasingly viewing them more as commodity providers. To combat these commoditization forces, companies are undertaking many different initiatives that actually work against each other. The result is a confusing matrix organization and information overload for sales teams Ė both of which hinder performance. By applying the ideas of complex systems theories, Iíve been able to help companies reduce their complexity and achieve breakthrough performance.

The elements of complexity include:
* managing multitudes of messages to have relevant conversations with many different targeted buyers
* dealing with multiple layers of concepts ranging from conceptual to concrete
* factoring in personal and organizational motivations
* organizational change management
* structuring and organizing information
* navigating hierarchical and social networks
* how people learn and share information
* synthesizing macro and micro level concepts

I am by no means a scientist, so I would be extremely honored to share how Iíve applied some complex systems theories in a business setting and solicited feedback from the community for how these ideas can reach more broad appeal in the boardroom.







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