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 The University of North Carolina at Chapel Hill (UNC, UNC–Chapel Hill, or simply Carolina) is a public university, public research university in Chapel Hill, North Carolina, United States. Chartered in 1789, the university first began enrolli ...

. He is a former president of the

Strategic Management Society The Strategic Management Society (SMS) is a professional society for the advancement of strategic management. The society consists of nearly 3,000 members representing various backgrounds and perspectives from more than eighty different countries ...

and was the Co-Editor of

Strategic Management Journal The Strategic Management Society (SMS) is a professional society for the advancement of strategic management. The society consists of nearly 3,000 members representing various backgrounds and perspectives from more than eighty different countries ...

from 2007-2015. In 1986, Bettis and his co-author

C.K. Prahalad Coimbatore Krishnarao Prahalad (8 August 1941 – 16 April 2010) was an Indian-American entrepreneur and author. Personal life He was born to a stay at home mother and a father who was a judge. He is married to a woman named Gayatri, an ...

coined the term

dominant logic Dominant logic relates to the main means a company uses to make a profit. In essence, it is an interpretation of how a company has succeeded. It describes the cultural norms and beliefs that the company espouses. Dominant logic can be useful when ...

to describe deep-set cultural norms and thought patterns that drive managerial action in firms.

References

{{DEFAULTSORT:Bettis, Richard American business theorists Living people University of North Carolina at Chapel Hill faculty Year of birth missing (living people)