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Discover a fresh perspective on business economics in this innovative book. With the increasing complexity of systems, scientists from various fields have explored complex behaviors, leading to the development of theories in systems, cybernetics, cognitive science, and the constructivist movement. This book aligns itself with this cutting-edge research, presenting a theory of the firm that challenges traditional views. At its core, the book introduces an innovative theory based on two simple ideas. First, it encourages readers to see businesses from a unique standpoint, offering a fresh understanding. Second, it suggests that today's business challenges arise from its cognitive dimension. The central thesis proposes that businesses, as cognitive social systems, are entirely self-referential, thriving through continuous self-creation.