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]