Vonkrogh, GeorgGeorgVonkroghRoss, J.J.Ross2023-04-132023-04-131996-11-01https://www.alexandria.unisg.ch/handle/20.500.14171/62381Building on the work of Prahalad and Bettis, a dialogue for further understanding of the concept of dominant logic is generated. The conceptual plasticity of dominant logic is demonstrated. Two relatively unknown concepts - self-reference and scale - are retrofitted with the concept of dominant logic, with its 1995 meaning. The implications of this concept are discussed.enjournal article