A TALE OF THE UNFINISHED

Building on the work of Prahalad and Bettis (1986, 1995), the objective of this article is to generate dialogue for further understanding of the concept of dominant logic. Our focus is on the level of basic assumptions. First, we demonstrate the conceptual plasticity of ‘dominant logic.’ Then, we retrofit two relatively unknown concepts—self-reference and scale—with the concept of dominant logic, with its 1995 meaning. Finally, we discuss three implications of our venture.