A TALE OF THE UNFINISHED

✍ Scribed by GEORG VON KROGH; JOHAN ROOS

• Publisher: John Wiley and Sons
• Year: 1996
• Tongue: English
• Weight: 826 KB
• Volume: 17
• Category: Article
• ISSN: 0143-2095
• DOI: 10.1002/(sici)1097-0266(199611)17:9<729::aid-smj850>3.0.co;2-1

✦ Synopsis

Building on the work of Prahalad and Bettis

(1986, 1995)

. the objective of this article is to generate dialogue for further understanding of the concept of dominant logic. Our focus is on the level of basic assumptions. First, we demonstrate the conceptual plasticity of 'dominant loaic. ' Then, we retrofit two relativelv unknown conceuts-self-reference and scale-with the concept of dominant logic, with its our venture.

CONNECTING 'DOMINANT LOGIC'

Anyone who travels to Barcelona, Spain, should indeed take the time to visit the magnificent cathedral Temple Expiatori de la Sagrada Familia (The Sacred Family) designed by the famous architect Antonio Gaudi. Using the typical 'organic' forms that characterize so much of Gaudi's work, the cathedral is a prominent monument of modernist architecture.' The modernist project set out to express progress, finality, and the human mastery of nature's mysteries, like making an arch that-to all who behold it-appears physically impossible. The Sacred Family was to express all this, and more too. The cathedral would indeed have been a successful modernist project, had it not been for the fact that it was never completed. The construction work started in the 1930s and, for various reasons, the church is still now only about 20 percent finished. The modernist ideal of progress, finality, purpose, and completeness was never achieved.