Recommend to Management

["JOHN MORECROFT"]

There are three books I would recommend. But books alone are not
enough. I would also recommend a course that gives practical insight
into how feedback systems thinking can influence business affairs.

BOOKS:
1. The Fifth Discipline, Peter Senge, Doubleday Currency 1990
An engaging and well-written book that explains in clear
non-technical terms the value of feedback systems thinking to
organisational leaders as an instrument to challenge mindsets and
promote team learning. All MBAs at London Business School receive
the book and it is also widely used in our executive programmes.

2. Modeling for Learning Organizations, editors John Morecroft and John
Sterman, Productivity Press, Portland Oregon, 1994
A natural complement to the Fifth Discipline, the book contains a
collection of articles by leading system dynamicists from around the
world demonstrating both the philosophy and practice of modelling and
simulation for management teams. We use this book at London
Business School in MBA and executive courses that introduce systems
thinking and strategic modelling

3. Modelling for Management, editor George Richardson, Dartmouth
Press, Aldershot, England, 1996
An authoritative collection of recent and award-winning work in
the use of modelling and simulation in support of systems thinking in
industry and government. We recommend this book at London Business
School for all students and practitioners who want an in-depth
understanding of the literature and ideas that lie behind feedback
systems thinking in business and public policy.


COURSES:
In my view it is vital that business leaders go beyond just reading
about system dynamics and systems thinking. They need to see the
approach in action and understand how it might be brought to bear on
practical problems of policy and strategy. They need to understand
how modelling projects are managed and resourced. They should also
appreciate how the results of projects can be disseminated throughout
an organisation using microworld technology and team workshops.
Intensive one-week courses that cover this territory are offered
at both London Business School and MIT Sloan School.




John Morecroft, London Business School
Sussex Place, Regents Park, London NW1 4SA UK
tel +44 171 262 5050 x3252 fax +44 171 724 7875
e-mail J.MORECROFT@LBS.LON.AC.UK

["Peter Warrian"]

R.G. Coyles System Dynamics Modelling (1996) The first four chapters are an
extraordinary good introduction and assist in moving up the learning curve

Peter Warrian
pwarrian@msn.com

[George Richardson]

On Wed, 4 Dec 1996, Jean-Pierre REVEILLES wrote:
[...]
> As for any "fashion" subject we can wonder if its
> fame is well-deserved. Is System Dynamics really
> usefull in firm management. Do you now of real
> examples?

Interesting. After 40 years of slow and steady growth with
controversies along much of the way, we are now a "fashion" subject with
"fame."

"Modelling for Management: Simulation in Support of Systems Thinking"
contains two volumes of excellent "real examples" of useful work.

...GPR

----------------------------------------------------------------------
George P. Richardson G.P.Richardson@Albany.edu
Associate professor of public adm., public policy, and info. science
Rockefeller College of Public Affairs and Policy Phone: 518-442-3859
University at Albany - SUNY, Albany, NY 12222 Fax: 518-442-3398
-----------------------------------------------------------------------

[Jean-Pierre REVEILLES]

>Peter Warrian wrote:
>R.G. Coyles System Dynamics Modelling (1996) The first four chapters are an
>extraordinary good introduction and assist in moving up the learning curve

Sir,

Recently interested to this field of System Dynamics
Im observing the traffic and got your answer about
readings. As you didnt give the publisher of Coyles
book Im inquiring it from you.
As for any "fashion" subject we can wonder if its
fame is well-deserved. Is System Dynamics really
usefull in firm management. Do you now of real
examples?
Sincerely,


Jean-Pierre Reveilles

LLAIC I.U.T. Informatique
BP 86 63172 AUBIERE
FRANCE

Tel: (33) 73 40 78 17
Fax: (33) 73 40 77 33

[Jim Hines]

Jean-Pierre REVEILLES wrote:
> As for any "fashion" subject we can wonder if its
> fame is well-deserved. Is System Dynamics really
> usefull in firm management. Do you now of real
> examples?


Yes, its fame is well-deserved. Fortunately, system dynamics has
suffered from relatively little hype and has benefetited from a rigorous
foundation.

I know of many real-world examples: Mostly successes along with a few
failures. In the past companies have tended to keep system dynamics
projects secret -- as a competitive advantage. Recently a number of
companies have decided that talking about their experiences does not
harm them, and in fact the responses they receive allow them to develop
further and faster. Among companies who seem willing to speak about
(some of) their system dynamics experiences are Eastman Chemical Co;
General Motors; and Hewlett Packard. Among consulting firms who have
begun (or who have always) discussed examples (usually disguised to
protect confidentiality) are Pugh Roberts, GKA, and Ventana.

Regards,
Jim Hines
jimhines@interserv.com

[Len Horton]

If you were asked by a top management for the name of a recommended book
that would explain system dynamics and why it is important to business,
what would you recommend? It should not be technical, nor should it
require calculus or detailed mathematics. In simple, clear words it
should talk to the non-technical manager and explain why SD should be
important to organizational leaders.

I appreciate your thoughts.

Len Horton
L-horton@ix.netcom.com
Atlanta

[wtignor@erols.com (Warren Tignor]

Consider "The Fifth Discipline: the art and practice of the learning
organization", by Peter Senge (1990), New York: Doubleday.

Good Luck. Im curoius to see what outhers think are good sources. May
help to give a little more backgrond regarding the assumptions that need to
be made about the purpose of the inquiry and the background of the manager.
Regards.

Warren Tignor
wtignor@erols.com
TRW
410-290-0500 work
410-290-0515 fax

["Philip J. Ferneau"]

Managers interested in learning how a SD perspective can improve
business performance may be interested in two manuals that High
Performance Systems, the developer of the "ithink". dynamic modeling
software, publishes to accompany its software.

"An Introduction to Systems Thinking" lays out the key principles of
Systems Thinking, discusses the limitations of more static approaches to
business analysis, and then presents numerous practical applications of
Systems Thinking in the workplace. The first chapter (20 pp.) is an
excellent overview of the subject.

A follow-on resource, "Business Applications," examines in more detail a
number of the most important uses of Systems Thinking in the business
context, including strategic visioning, forecasting, and process
improvement.

Although these manuals are usually sold with the "ithink" software, they
are also available separately. Please contact High Performance Systems
at (800) 332-1202 for more information.

--------------------------------------------------------------------
Philip J. Ferneau
pferneau@hps-inc.com
High Performance Systems, Inc. Tel: (603) 643-9636
45 Lyme Rd., Suite 300 Fax: (603) 643-9502
Hanover, NH 03755 Web: www.hps-inc.com

[Bob Powell]

Replying to Recommend to Management (SD0591):

The query stated: "In simple, clear words it should talk to the
non-technical manager and explain why SD should be important to
organizational leaders."

One could consider initially using papers and tapes, rather than books. My
recommendations are:

The paper "Learning in and about complex systems" by John Sterman, System
Dynamics Review (Summer-Fall 1994) (this is included in the book,
"Modelling for Management").

A taped talk by John Sterman on "System Dynamics: The Foundation of the
Learning Organization" (covering much of the article above) from the 1994
Systems Thinking in Action conference ... available from Pegasus
Communications Ph 617 576-1231, Order Fax 800 701-7083

Another taped talk by Jay Forrester on "Designing Corporations for Success
in the 21st Century" from the 1995 Power of Systems Thinking conference,
also available from Pegasus Communications.

Once these get someone interested, then perhaps therell be incentive to dig
into more the more extensive references mentioned.

As someone independent of HPS, Id like to add my endorsement of the
suggestion recommending the HPS manuals "An Introduction to Systems
Thinking" and "Business Applications," and add the "Process Improvement
Module" to the list. Theyre all excellent!

The "Modeling for Learning Organizations" book already mentioned is quite
good, as is the Summer-Fall 1994 special double issue of the System Dynamics
Review on "Systems Thinkers, Systems Thinking" (which as noted above
contains John Stermans "Learning in and about complex systems" paper).

Im quite interested in how others suggest getting organizational leaders to
appreciate the need for using the system dynamics approach for addressing
their problems. This is a tough sell because our culture has such a
short-term mentality. Considering its power, its unfortunate it hasnt
caught on. Peter Senge said at the 1996 Power of Systems Thinking
conference: "Why isnt system dynamics spreading like wildfire? We live in
institutions whose fundamental way of being is antithetical to the tools ...
other than that no big problem." Tough sell.

Bob Powell
scuba@usa.net