Rita McGrath is American business professor and author. Her book "The End of Competitive Advantage" provokes discussion and a change in thinking. There is nearly a common
understanding in the strategy literature, that companies need to build up competitive advantages and to hold on to them as long as possible. Now, McGrath starts with a shift
in this thinking. It is not about building invulnerable castles, but to react flexibly to chances arising. Herewith, she propagates a rather short term thinking.
One can argue at length how long a competitive advantage should last and about the difference between non-strategic short term thinking and flexibly taking advantage of opportunities. Her
points on implementation seem much more interesting, where she writes about how to build up needed capabilities fast. It is also a needed capability how to withdraw from
evaporating business areas again. An art often overlooked.