Fractal Geometry in Business Management: An Organizational Approach in Times of Uncertainty

Abstract

The utilization of fractal geometry in business management is posited as a perspective to confront organizational challenges during periods marked by uncertainty (Mandelbrot, 1982). This idea is grounded in the analogy observed in numerous natural phenomena, where fractal behaviors are evidenced, even in geological systems. Additionally, in the environment, the coexistence of chaos and order manifests itself in various proportions (Camacho, 2015). Since the 1970s and 1980s, studies exploring the relationship between organizational processes and the chaotic nature of the environment (Weik, 1976), "organized anarchy" (March and Olsen) (Guerrero, 2007), and the applicability of complexity in these processes (Gallardo, 2022) have been conducted. In this context, the application of fractal principles allows inferring intrinsic complexity in business dynamics, highlighting non-linear patterns and self-similar structures. In correspondence, the purpose of this study lies in expounding on the potential applicability of fractal geometry fundamentals in organizational management. The research follows a positivist, non-experimental, documentary, and interpretative approach; carried out through content analysis and relational matrices. The results suggest perspectives for application by inferring that business management, in its dynamic and changing nature, continually faces unpredictable scenarios, considering them as particular moments, open systems that respond to the environment. Based on these notions, fractal geometry, closely linked to chaos theory, emerges as a resource providing conceptual perspectives for managing the variability and irregularity present in organizational processes. Therefore, considering these premises, companies can explore their capacity to adapt to turbulent environments, identifying non-linear relationships and optimizing strategies based on the self-organization inherent in fractal systems.