Abstract: As the core and key strategic theory, dominant logic is the "fundamental" issue under the organization's strategic behavior appearance. Nevertheless, its connotations and characteristics have not been clearly understood by researchers and managers, especially in China. In addition, what kind of role it plays in the innovation and development of local enterprises is also not clear. Based on an exploratory case study of a Chinese private engineering machinery manufacturing (equipment manufacturing) enterprise, we summarize the form and content of its dominant logic, through revealing a panoramic strategy cognitive and behavioral trajectory and using graph techniques and grounded theory. The study finds that under complicated strategic representations, there is a coherent and consistent logic, which plays a leading and dominant role-"game of difference" logic. Further, the paper also reveals the intrinsic relationship between the dominant logic and strategy, i.e. strategy is the contextualization of dominant logic. Meanwhile, the study also shows that the dominant logic is actually a property beyond the business and industry category, more essential mental model, which has transcendental characteristics. That extends our understanding of the dominant logic theory.

Key words: dominant logic, cognition, strategy, equipment manufacturers, exploratory research