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Columbia Business School Professor Rita McGrath was cited in a Forbes article by Dr. Nadya Zhexembayeva examining the strategic shifts leaders must master in 2026. McGrath emphasized that competitive advantages are increasingly transient—eroding more quickly in fast-moving markets—and cannot be protected indefinitely. Instead, she argued, organizations must continuously renew advantage through experimentation, rapid resource reallocation, and ongoing innovation. Her perspective reinforces the need for leaders to move from defending past successes to actively building the next wave of value creation.
