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 known for his work on corporate strategy, global business strategy and strategic management. He is a former president of the Strategic Management Society and was the Co-Editor of Strategic Management Journal from 2007-2015. 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.