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Directors’ Welcome
“Discovering the Simplicity in a
Complex World”
 The study of Complex Systems is the interdisciplinary study of large groups of
interacting, heterogeneous, autonomous entities operating in dynamic, rich, and
temporal environments. Complex Systems Science is not defined by a particular group
of phenomena, but rather a way of viewing phenomena. Complex systems arise in a
number of varied domains from economics to ecology to social science. In each of
these domains there are problems that are defined by a large number of individuals
that give rise to an emergent pattern, while at the same time that emergent pattern
constrains the decisions of the individuals. For instance, in economics, the rise
and fall of stock prices is defined by the aggregate patterns of stock purchases,
but the ability for traders to buy and sell stocks is dependent on the historical
price of those very same stocks.
Many problems in business can be viewed through the lens of complex systems. In
Marketing, it has long been speculated that influential individuals are critical
to the widespread adoption of innovations. Individual decisions to adopt a new product
are not only dependent on their colleagues, but also on the global pattern of adoption,
while at the same time they contribute to their colleagues’ decisions and to the
global pattern. In Information Systems, the ability to use and be influenced by
“Web 2.0” applications is highly dependent on the participation of individuals in
those applications, but that decision to participate is often motivated by the current
level of participation.
In Management and Organizational Studies, the performance and culture of an organization
is dependent on the relationships that individuals maintain within that organization,
but at the same time the ability to create and maintain relationships is often facilitated
by the performance and culture of the organization.
The past ten years have witnessed an explosion in the field of Complexity as the
availability of cheap computational power has allowed researchers and practitioners
to successfully apply complex systems methods to analyze previously intractable
problems. At exactly the same time, important trends, such as globalization and
rapid advances in Internet and communications technologies have rendered business
systems more complex and unpredictable than ever.
We believe that we are at an inflexion point where Complexity methods are going
to enter the mainstream of management research. We, therefore, believe that the
establishment of the Center for Complexity in Business @ Smith, the first research
center focused on the application of complex systems research to business problems
is extremely timely as it will produce important synergies with the School’s focus
on Globalization, Entrepreneurship and Technology as well as strengthen its national
and international reputation as a pioneer in business school research.
CCB’s objective is to achieve international academic recognition as the leading
research center for complexity research applied to business problems. Very high
in our agenda is also the objective of educating business leaders, Ph.D. students,
MBA students, MS students, and undergraduates in the use of complex systems methods
to analyze and solve business problems and helping create a new generation of business
school scholars well-versed in complexity research,
CCB’s areas of focus include applications of complex system methods in practically
all areas of modern management, including marketing, information systems, operations
and logistics, finance, and organization science. Faculty affiliated with the Center
come from a variety of academic departments, including Marketing, Information Systems,
Operations, Strategy, Finance, Psychology, Physics, Engineering, Computer Science,
Entrepreneurship, and Management and are engaged in a diverse and exciting set of
projects.
We are very excited about this initiative and its potential impact in business and
education. Please feel free to contact me if you want additional information or
if you would like to be involved in the Center’s activities.
William Rand
Assistant Professor of Marketing
CCB Director
Wolfgang Jank
Associate Professor of Decision, Operations and Information Technologies
CCB Research Director
Roland Rust
Distinguished University Professor
David Bruce Smith Chair in Marketing
CCB Executive Director
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