The end of the strategy world as we know it?

Gareth Bell (Rita Gunther McGrath)

Strategic Direction

ISSN: 0258-0543

Publication date: 19 July 2013



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.


The paper takes the form of an interview.


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.


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



Gareth Bell (2013) "The end of the strategy world as we know it?", Strategic Direction, Vol. 29 No. 8, pp. 37-40

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