In an era characterized by relentless change and disruption, traditional notions of sustainable competitive advantage are increasingly obsolete. Businesses must embrace a dynamic approach to strategy that prioritizes agility and continuous evolution over static dominance. This work by Rita Gunther McGrath offers a compelling framework for navigating a world where competitive advantages are transient and the ability to adapt swiftly becomes the critical source of lasting success.

• Transient Competitive Advantages: Advantage no longer endures for decades but often lasts only a few years, requiring companies to rethink their strategic assumptions.
• Discovery-Driven Planning: Firms...
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