Publication:
Autopoiesis in the business organisation: a case study
Abstract
This paper discusses the literature on the concept of autopoiesis and its application to business organisations from a brand management perspective, which is claimed to be able to develop customer confidence. Autopoiesis is a psuedo-Ancient Greek word that was constructed from the two words 'auto' and 'poiesis', which denote 'self' and 'production' respectively. An autopoietic business organization is an independent and self-maintaining unity that includes component-producing processes, where the interaction between components recursively produces the same system of processes that produced them, and as a consequence, adapts spontaneously to competition. Analysis of the literature reveals that brand management requires an autopoietic system in order to increase consumer confidence in product quality, to establish brand identity and image and to increase loyalty. This paper also demonstrates that the KFCH brand has autopoietic system characteristic that warrant future research.
Keywords
Autopoiesis , Business organisation , Brand , Production , Competition
Citation
Muhamad Sori, Zulkarnain. (2009). Autopoiesis in the business organisation: a case study. Research Journal of International Studies, (11), pp. 22-30.
Publisher
Centre of Sociological Research