A TALE OF THE UNFINISHED

Building on the work of Prahalad and Bettis (1986, 1995), the objectiv e of this article is to generate dialogue for further understanding of the concept of dominant logic. Our focus is on the level of basic ass umptions. First, we demonstrate the conceptual plasticity of 'dominant logic.' Then, we retrofit two relatively unknown concepts-self-refere nce and scale-with the concept of dominant logic, with its 1995 meanin g. Finally, we discuss three implications of our venture.