TY  - JOUR
AB  - 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.
VL  - 29
IS  - 8
SN  - 0258-0543
DO  - 10.1108/SD-06-2013-0040
UR  - https://doi.org/10.1108/SD-06-2013-0040
AU  - Bell Gareth
PY  - 2013
Y1  - 2013/01/01
TI  - 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
T2  - Strategic Direction
PB  - Emerald Group Publishing Limited
SP  - 37
EP  - 40
Y2  - 2024/04/25
ER  -