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The worldwide economy is characterized by several aspects of complexity regarding the non-linear interactions between the actors, the evolution in trends, the amount and type of sharable information and the possible scenarios to face. This evolving situation creates dynamism in markets that is not simple to interpret, analyse and predict. For this reason, system theories are useful, particularly the complex adaptive system (CAS) theory. In this conceptual paper we analyse the configuration and management of organizations intended as CASs and we attempt to underline the interpretation of some market relationships, partnerships, competition, innovations and evolutions, comparing the CAS features in market dynamics.