The end of the strategy world as we know it? Rita Gunther McGrath on how sustainable competitive advantage may be a thing of the past

Abstract

Purpose

The purpose of this paper is to provide an interview with Rita Gunther McGrath, Columbia Business School Professor, and author of The End of Competitive Advantage: How to Keep Your Strategy Moving as Fast as Your Business.

Design/methodology/approach

The paper takes the form of an interview.

Findings

In the following interview, Rita Gunther McGrath discusses the demise of traditional strategy practices, proposing a more flexible approach in response to the volatile environment in which we live.

Originality/value

McGrath signals the end of sustainable competitive advantage, suggesting that businesses must organize for the “waves of transient advantage” that are now commonplace.

Citation

Bell, G. (2013), "The end of the strategy world as we know it? Rita Gunther McGrath on how sustainable competitive advantage may be a thing of the past", Strategic Direction, Vol. 29 No. 8, pp. 37-40. https://doi.org/10.1108/SD-06-2013-0040