Dominant Logic, Entrepreneurial

Entrepreneurial dominant logic is a constantly evolving information filter that is economically and managerially oriented and is based on organizational processes, schemas, or mental maps. This filter attenuates the complexity of information in the firm's external environment and shapes the conceptualization and execution of wealth creation within the context of the existing firm and its businesses. Entrepreneurial dominant logic is at the heart of corporate entrepreneurship and drives or guides the configuration or reconfiguration of internal resources and capabilities to reactively or proactively support environmentally related change or diversification via growth into new ventures in order to create or capture entrepreneurial rents in the new competitive landscape. Keywords: logic; dominant thinking; maps; schema