The General Systems Theory is one of the most important points of view nowadays. Now, its concepts could be applied in a various number of sciences including Consumer Sciences. The complexity of the product, the different way in which it can be seen and also the exponentially diversifying assortment requires another approach to the product, through models. This approach must take into account certain particularities which do not appear in a regular modellingSystems; Theory; Electronic Commerce; The consumer science.

Bogdan Onete

English

Research Papers in Economics

AE  Economic Interferences 
 
Nr. 21● Februarie 2007  61
CONCEPTS OF GENERAL SYSTEMS THEORY  
APPLIED ON GOODS 
(Concepte ale teoriei sistemelor generale aplicate asupra mărfurilor) 
 
Prof. univ. dr. Bogdan Onete 
 
 
 
 
Abstract 
 
The General Systems Theory  is 
one of the most important points of view 
nowadays. Now, its concepts could be 
applied in a various number of sciences 
including Consumer Sciences.  
The complexity of the product, 
the different way in which it can be seen 
and also the exponentially diversifying 
assortment requires another approach to 
the product, through models. This 
approach must take into account certain 
particularities which do not appear in a 
regular modelling 
 
Keywords:  
•  Systems;  
•  Theory;  
•  Electronic Commerce;  
•  The consumer science. 
 
      Rezumat 
 
Teoria Sistemelor Generale este 
unul dintre cele mai importante puncte 
de vedere din ziua de azi. Acest concept 
ar putea fi aplicat în diverse ştiinţe 
inclusiv Ştiinţa Consumatorilor.  
Complexitatea produsului, 
modalităţile diferite în care poate fi 
folosit şi sortimentul în continuă creştere 
necesită altă abordare a produsului, cu 
ajutorul modelelor. Această abordare 
trebuie să ia în considerare anumite 
particularităţi care nu apar în modelele 
normale. 
 
Cuvinte cheie: 
•  Sisteme;  
•  Teorie; 
•  Comerţ electronic; 
•  Ştiinţa consumatorilor.
 
Introduction  
 
The fundamentals of the knowledge on systems are not yet clearly defined, in a 
generally accepted way for a „science of systems” as science is acknowledged in general. 
Still many of the concepts of systems are united in a set of principles known as The General 
System Theory. 
The General Systems Theory uses the ideas promoted by The Society for General 
Systems Theory, which was founded by the biologist Ludwig von Bertalanffy, the 
economist Kenneth Boulding, the biomathematician Anatol Rapoport and the psychologist 
Ralph Gerald. This society was created with the purpose of making the future scientific 
research more connected and specialised, because the risk of losing connections between 
scientific disciplines exists.  
Although the initial purpose of the General Systems Theory is the study of growing 
phenomenon, all the attributes of the systems found in the General Systems Theory can lead 
us to understanding the product as a system.
Academy of Economic Studies, Bucharest 
onete@ase.ro AE  Interferenţe economice 
 
Amfiteatru Economic  62 
 
 
1. The system transforms  
the inputs into outputs 
 
Informational aspect. In this type 
of system information related to the 
product are considered inputs. These 
information are linked to the aspects of 
knowing or not knowing the product, 
curiosity or a previous experience, 
advertising, usually all the main factors 
that determinate the buying process. 
Outputs are represented also by 
information, related to the degree of 
satisfaction or dissatisfaction, experience 
and others. 
Natural aspect. In this type of 
system the product is considered an input 
through the money (value in money) and 
the process is the consumption process in 
which the outputs are residues, waste, 
satisfaction and others 
Physical aspect. In this type of 
system, the product is regarded as an 
entity – inputs are represented by the 
influences of different factors (humidity, 
temperature, transport, packaging); the 
process being the place where the factors 
take place (transport, storing), and as an 
output we have another product modified 
by these factors. 
Obviously, there can be other 
types of subsystems in the concept of the 
product as a system, depending on the 
number of factors of influence and the 
place where they act.    
 
2. Systems are interdisciplinary 
  
The good functioning of a system 
is the result of the interdependence of its 
parts. In this aspect, a system must be 
seen as a whole, with all its constitutive 
parts, even if one of those does not 
present a special interest in its analysis. 
The term designating the whole is known 
as „holism” and the systems are 
considered to be holistic.  
The importance of holistic 
treatment of systems is relevant 
especially in the frame of the interaction 
with the environment (product – 
consumer – environment relationship)  
 
3. Systems are hierarchical 
 
The component parts of the 
systems can be themselves small 
systems, and the systems can be 
component parts for larger systems. This 
order of systems can be considered a 
hierarchy, term which reflects the 
relative measure or the rank of systems 
in a hierarchy. Parts of the system which 
are themselves systems (they act 
individually as a system) are named 
“subsystems” and the superior level to 
the system is called “suprasystem”. In 
conclusion the environment is some kind 
of suprasystem that contains other 
systems and subsystems.   
 
4. Systems are controlled 
 
Usually, the functioning by 
certain rules of a system is accomplished 
through a control subsystem. The inputs 
in the subsystem can come from the 
environment or can arise as feedback 
from the system’s outputs. The outputs 
of the control subsystem become inputs 
for the system, inputs that are affected by 
these rules.    
 
5. Models in the consumer science 
 
A model in consumer science is a 
simplified representation, except for the 
unrepresentative elements or neutral 
from their actions point of view, of a 
product (merchandise), of a group of 
products, of its elements and interactions 
that represent, develop or give its quality, 
at a given moment or in time. AE  Economic Interferences 
 
Nr. 21● Februarie 2007  63
Following there are some ways in 
which the models can be utilised: 
• for the prediction of the 
performances of the modelled system 
• for stimulations, because the 
stimulation process is reversible. It is 
easier and cheaper to make an 
experiment. Also the risks are much 
smaller than when working with a real 
system. 
• in order to understand the 
business environment 
• in order to help the decider in 
evaluating the different alternatives 
• in order to increase the 
performances of the system by using the 
analysis.  What – if analysis (the model 
offers a series of alternative results 
which anticipate the effect of the 
different decisions that can be taken). 
We consider that the best 
representation for the development of 
such models (referring to the product, 
assortment structure, its quality or at 
optimising it)  is the one given by the 
economic models.  
They are included in these, and 
we consider that they must fulfil at least 
the following requirements:  
• To insure the measurement 
unit and the strict following of the 
values of the variable and constant 
measurements; 
• To be based on the selection of 
factual data also taking into 
consideration the specific of measuring 
economic values; 
• To reflect the real structure of 
the product and of the relationship 
between the components of the product 
as a system; 
If we try a classification of the 
science of commodities  models (by 
analogy with the economic ones) based 
on those enounced earlier we will obtain 
the following classification:  
Descriptive models – refer to the 
analysis of a product, through 
evidentiation (presentation) of its 
characteristics, drawing conclusions on 
these; if the product belongs to a certain 
class or group; if analogies to other 
products of the same type can be made. 
We can also include here quality 
characteristics. Although in this case the 
computer’s role seems reduced, in the 
conditions of the development of the 
Internet, the presenting of the product in 
this network can not be done without the 
computer (including the software). 
Decisional (choice) models – are 
made out of a number of quality 
characteristics decisive in choosing a 
product. These models contain a 
determinant number of quality 
characteristics. An important aspect is 
the fact that among them we will also 
find the price  characteristic to which a 
coefficient of importance will be granted. 
Evaluation (of quality) models – 
these models are similar to the decisional 
models with the exception of: 
• they will include as many 
quality characteristics as possible 
• they will also include standard 
products (or of a renowned company) 
• they will not include the price 
characteristic, but at most the 
quality/price rapport.  
Optimisation models – they 
analyse the projection or modification 
possibilities of a new product in order to 
reach the optimum quality. In this case 
the product characteristics will be 
included in a system, which will 
emphasize the relationships between 
them. These models will also contain the 
parameters established as an objective: 
satisfying the customers’ requests at the 
highest level possible, the lowest 
pollution level, maximising profit. 
Prediction models – include the 
values of the quality characteristics AE  Interferenţe economice 
 
Amfiteatru Economic  64 
 
considered essential of a product at 
different time intervals. Based on these, 
the statistic-mathematical function, in 
which the evolution of the respective 
values is included, is established. Based 
on this function, the product’s evolution 
is estimated. And here the product’s 
characteristics will be related into a 
system. 
In the development as a model the 
following aspects must be taken into 
account (1): 
• Models must have a purpose. 
• The model development is 
iterative; it is a creative process which 
must evaluate the capacity of the systems 
performances. The variables in the model 
must be carefully chosen in order for the 
system to reach its objective.  
• A good model is as simple as 
possible and contains just a few variables 
which give it maximum efficiency 
capacities. In order to choose them, the 
system must be understood accordingly.  
The complexity of the product, 
the different way in which it can be seen 
and also the exponentially diversifying 
assortment requires another approach to 
the product, through models. This 
approach must take into account certain 
particularities which do not appear in a 
regular modelling process. 
In this case we could find: 
a)Diversity of goods It is not 
always simple, when having products, 
their great diversity, for a set of given 
rules to be able to be extrapolated in 
order to obtain results. 
b)Complexity of goods In our 
days goods are more and more complex. 
c)Methodologies.  A unique, 
given methodology, can be useful for 
certain products, but    totally 
unsatisfactory for others (see food/non-
food products). There are sometimes     
problems connected to the used 
methodology even for the same group of 
products. 
d)Standardising. Although we 
tend to a general standardising, 
universally accepted, this aspect affects 
the modelling (for the appraisal of 
quality, for example) through levels of 
quality characteristics different from 
state to state. 
e)The abstract approach. 
Taking into account that abstract in 
modelling is essential, we will try to 
support the way in which we can find out 
if a model is correct.   
f)The virtual space. The new 
dimensions of goods in the era of 
Internet require a transplant of the 
physical elements into virtual space. 
Here we meet a series of particularities 
due to the restrictive elements of the 
Internet (in the case of electronic 
commerce the consumer who wishes to 
buy the products on the Internet does not 
have the possibility to touch the product) 
especially limits related to its virtual 
nature.  
In the case of the modelling goods 
an artificial reality will be built. It will 
use the abstractising in order to control 
the complexity of the product, and the 
model will have to be validated through 
experimentation, comparison, by 
verifying if it will act exactly, or in a 
sufficient likeness to the modelled 
raelity. 
Endnotes: 
(1) Lucey Terry - Management Information Systems- ed. DP Publications ltd., 
London 1995 pag. 126 
References 
1. Onete B.  Modelarea în ştiinţa mărfurilor, ed. ASE 2004 
2. Onete B. Sisteme informatice – elemente fundamentale, ed. ASE, 2003   
3. Tiwana A. Essential Guide to Knowledge Management,- ed. Prentice Hall, 2002

Essential Guide to Knowledge Management,-

Modelarea în ştiinţa

CONCEPTS OF GENERAL SYSTEMS THEORY APPLIED ON GOODS

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