Richard A. Bettis

Richard A. Bettis (November 22, 1947 – January 22, 2025)^[1] was 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.^[2][3][4]

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.^[5][6]