Rita Gunther McGrath
Columbia Business School
Strategy under uncertainty
Frameworks
- Transient AdvantageAdvantages are temporary; competitive success means continuously launching and retiring them.
- Discovery-Driven PlanningPlan ventures by the assumptions that must prove true, converting unknowns to knowledge at low cost.
- Real Options ReasoningValue flexibility: a deferred or shelved initiative is an option worth preserving, not just a sunk cost.
Notable works
- Discovery-Driven Growth (2009)
- The End of Competitive Advantage (2013)
- Seeing Around Corners (2019)