2018-10-192018-10-19148296310.1016/j.jbusres.2017.03.011http://hdl.handle.net/11285/630674This paper addresses the implications of an emerging, increasingly important way of thinking about markets: systems thinking. A market is one of the most founational abstractions in marketing and business research; yet, it often receives too little attention. As a result, the taken-for-granted assumptions about markets spur from over-simplified conceptualizations of neoclassical economics that depict markets as static and mechanistic. Systems thinking represents a major change in perspective that involves transcending this mechanistic worldview and thinking instead in terms of wholes, relationships, processes, and patterns. We argue that building a theory of markets based on systems thinking, would enable scholars to develop more realistic models that correspond with fast-changing business environment and therefore, increase both the rigor and relevance of future research. To further this aim, we identify the main implications of systems thinking and formulate them into a research agenda to further the systemic understanding of markets. © 2017 The Authorsinfo:eu-repo/semantics/openAccesshttp://creativecommons.org/licenses/by-nc-nd/4.07 INGENIERÍA Y TECNOLOGÍAArtículo79260268