This paper briefly reviews some history of the concept of dominant log
ic, and then elaborates some of the ways in which the authors have fur
ther developed this concept in recent years. Discussion focuses on the
dominant logic as a filter, on the dominant logic as a level of strat
egic analysis, on the unlearning (forgetting) curve, on the dominant l
ogic as an emergent property of organizations as complex adaptive syst
ems, and on the relationship between organizational stability and the
dominant logic. Throughout emphasis is given to the inherent nonlinear
nature of organizations and the mental models that they create.