Richard A. Bettis is the Ellison Distinguished Professor of Strategy and Entrepreneurship at the Kenan-Flagler Business School, University of North Carolina at Chapel Hill. He is a former president of the Strategic Management Society and was the Co-Editor of Strategic Management Journal from 2007-2015. [1] [2] [3]
In 1986, Bettis and his co-author C.K. Prahalad coined the term dominant logic to describe deep-set cultural norms and thought patterns that drive managerial action in firms. [4] [5]
Richard A. Bettis is the Ellison Distinguished Professor of Strategy and Entrepreneurship at the Kenan-Flagler Business School, University of North Carolina at Chapel Hill. He is a former president of the Strategic Management Society and was the Co-Editor of Strategic Management Journal from 2007-2015. [1] [2] [3]
In 1986, Bettis and his co-author C.K. Prahalad coined the term dominant logic to describe deep-set cultural norms and thought patterns that drive managerial action in firms. [4] [5]