1 The 2009 Naples Forum on Service: Service-Dominant Logic, Service Science, and Network Theory Capri, June 16-19, 2009 Authors Marialuisa Saviano Associate Professor of Business Management, Department of Business Studies, University of Salerno, Italy Clara Bassano Researcher of Business Management, Department of Business Studies, University “Parthenope” of Naples, Italy Mario Calabrese Phd Student of Marketing Management, University “La Sapienza” of Rome, Department of Business Studies, Italy Paper title: The harmony between ethical and rational behaviour in the Health Care System. A relational model based on the Viable Systems Approach (VSA) E-mail addresses e-mail: msaviano@unisa.it e-mail: clara.bassano@uniparthenope.it e-mail: mario.calabrese@uniroma.it Affiliation (Universities addresses) and full International contact details Marialuisa Saviano University of Salerno - Department of Business Studies Via Ponte Don Melillo, 84084 Fisciano (SA), Italy Tel. +39 089 963143 - Fax +39 089 963505 Clara Bassano University “Parthenope” of Naples - Department of Business Studies Via Medina, 40 - 80133 Napoli, Italy Tel. +39 081 5474853 - Fax +39 081 5522313 Mario Calabrese University “La Sapienza” of Rome - Department of Business Studies Via Del Castro Laurenziano, 10 - 80133 Roma, Italy Tel. +39 06 5474853 - Fax +39 06 5522313 Brief professional biography Marialuisa Saviano Associate Professor of Business Management– Department of Business Studies – Faculty of Economy – University of Salerno, Italy. Professor of Business Management, Marketing in store and Service and Commercial Distribution Marketing. Member of the Scientific Committee – Master of Health Care Management – Faculty of Pharmacy – University of Salerno. Her main topics of research are: Viable Systems Approach, Retail Marketing and Management, Health Care Marketing, Knowledge Management. Clara Bassano Researcher of Business Management – Department of Business Studies – Faculty of Economy – University “Parthenope” of Naples. She is Professor of Business Management and Marketing. Her main area of interest is linked to the studies of governance and management of SMEs and the search of best solutions of reticular configuration (networks, districts, creative clusters). Mario Calabrese Phd Student of Marketing Management, University “La Sapienza” of Rome, Department of Business Studies, Italy. His main interests are within strategy, entrepreneurship, Innovation and change processes in new organisations, and Government and Innovation Management: Management of Corporate Development Processes (strategy implementation, acquisitions management; financial strategies and valuation).