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: an interview with Rita Gunther McGrath, Columbia Business School, USA

摘要

The first thing we need to do is get clear about our boundary conditions. There are still places where the old rules and ideas apply, but there are many places where they don't. We need a different set of lenses for thinking about how we want to compete strategically. We're going to have to start thinking about pattern recognition and intuition as valid approaches. You're never going to analyze your way to a complete solution - you're going to have to look at weak signals, at early warnings, and think about what patterns really matter in this particular context, and you're going to have to do that fast. In a way it opens up strategy to a whole lot of new ideas. For example, by combining neuroscience and strategy we're starting to think about how our brains work when presented with certain types of information, how that either enhances or detracts from our ability to make intelligent choices. For me, we really haven't had a new big idea in strategy since the introduction of the resource-based view of the firm. This could possibly open up a whole new area for strategy thinkers to explore.