国外营销论文93Prahalad_Bettis_1986_SMJ.pdf

Strategic Management Journal, Vol. 7, 485-501 (1986) The Dominant Logic: a New Linkage Between Diversity and Performance C. K. PRAHALAD Graduate School of Business, The University of Michigan, Ann Arbor, Michigan, U.S.A. RICHARDA. BETTIS Edwin L. Cox School of Business, Southern Methodist University, Dallas, Texas, U.S.A. Summary Current research offers alternative explanations to the linkage between the pattern of diversification and performance. At least four streams of research can be identified. None of these can be considered to be a reliable, predictive theory of successful diversification. They are, at best, partial explanations. The purpose of this paper is to propose an additional linkage, conceptual at this stage, that might help our understanding of the crucial connection between diversity and performance. The conceptual argument is intended as a supplement to the current lines of research, rather