Chances are the strategies that worked well for you, even a few years ago, no longer deliver the results you need. Dramatic changes in business have unearthed a major gap between traditional approaches to strategy and the way the real world works now.

In short, strategy is stuck. Most leaders are using frameworks that were designed for a different era of business and based on a single dominant idea – that the purpose of strategy is to achieve a sustainable competitive advantage. Now, Columbia Business School professor and globally recognised strategy expert, Rita Gunther McGrath, argues that it’s time to go beyond the very concept of sustainable competitive advantage.

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