Rita McGrath
Rita McGrath is a Columbia Business School professor and strategy researcher whose book The End of Competitive Advantage argues that sustainable competitive advantages are a thing of the past and that companies must manage a portfolio of transient advantages. Her work is considered essential for understanding strategy in fast-moving markets.
Works
- The End of Competitive AdvantageHow sustained competitive advantage eroded in modern turbulent business environments
- Seeing Around CornersMethods for anticipating change and spotting emerging market opportunities ahead
- Discovery-Driven GrowthFramework for testing business hypotheses and fostering innovation through experimentation