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Columbia Business School’s Professor Rita McGrath spoke with Forbes contributor Benjamin Laker about why traditional competitive advantage is becoming increasingly difficult for companies to sustain. McGrath explained that rapid technological shifts, shorter industry life cycles, and constant market disruption have eroded long-term strategic moats. She emphasized that instead of relying on static advantages, organizations must adopt a “transient advantage” mindset continuously innovating, experimenting, and reallocating resources to stay ahead in dynamic environments.
