ThedominantlogicRetrospectiveandextension.docVIP

THE DOMINANT LOGIC: RETROSPECTIVE AND EXTENSION RICHARD A BETTIS; PRAHALAD C K; Strategic Management Journal (1986-1998); Jan 1995; 16, 1; ABI/INFORM Global pg. 5 Strategic Management Journal Vol. 16 5-14 (1995) THE DOMINANT LOGIC: RETROSPECTIVE AND EXTENSION RICHARD A. BETTIS Kenan-Flagler Business School, University of North Ca olina, Chapel Hill, North Carolina, U.S.A. C. K. PRAHALAD Graduate School of Business, University of Michigan, At, 1 Arbor, Michigan, U.S.A. This paper briefly reviews some history of the concept o) dominant logic, and then elaborates some of the ways ill which the authors have furlli r developed this concept in recent years. Discussion focuses on the dominant logic as a , Iter, on the dominant logic as a level of strategic analysis, on the unlearning (forgetting) nrve. on the dominant logic as an emergent properly of organizations as complex ad nlivc systems, and on the relationship between organizational stability and the dominant logic. Throughout emphasis is given to the inherent nonlinear nature o) organizations and the mental models that they create. unlearning have continu Whereas we focused tl on the problems of di\ we discussed were ah strategic problems—pi since spent considerabl found these concepts about and studying str institutions of all kind found the concepts i MBAs and executives institutions and in cons of such organizations. that others (e.g.. Gran Varadarajan, 1989; G apparently found the ii useful. The present paper historical aspects of tin proceed to elaborate i our thinking since the All complex, adaptive systems—economies. minds, organisms—huild models thai allow them to anticipate the world. John Holland It is very gratifying to have our article. The dominant logic: A new linkage between diversity anil performance, (Prahalad and Bettis, 1986) chosen to he the first recipient of the Strategic Management Journal Best Paper Prize.1 It is especially gratifying because of the professional stat