Richard A. Bettis Explained

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]}

Notes and References

1. Web site: Rich Bettis - Faculty UNC Kenan-Flagler Business School. www.kenan-flagler.unc.edu.
2. Web site: Richard Bettis, University of North Carolina at Chapel Hill. Strategic Management Society.
3. Book: Oetzel, Jennifer. The Palgrave Encyclopedia of Strategic Management. Mie. Augier. David J.. Teece. 1 December 2017. Palgrave Macmillan UK. 1–2. 10.1057/978-1-349-94848-2_621-1. Bettis, Richard (Born 1947). 978-1-349-94848-2.
4. Easterby-Smith, Mark, and Marjorie A. Lyles, eds. Handbook of organizational learning and knowledge management. John Wiley & Sons, 2011.
5. Web site: Reversing the Curse of Dominant Logic. 2012-03-26.