Rita McGrath is a Professor at Columbia Business School and a globally recognized expert on strategy in uncertain and volatile environments. Her thinking is highly regarded by readers and clients, including Pearson, Covidien, Coca-Cola Enterprises, General Electric, Alliance Boots, and the World Economic Forum. She is a popular instructor, a sought-after speaker, and a consultant to senior leadership teams. She was recognized as one of the top 10 management thinkers by global management award Thinkers50 in 2013, and won the award for outstanding achievement in the strategy category. Ms. McGrath has been named one of the top ten business school professors to follow on Twitter, and was named one of the 25 smartest women to follow by Fast Company. In 2009, she was inducted as a Fellow of the Strategic Management Society, an honor accorded those who have had a significant impact on the field. She serves as Dean of the Fellows. Ms. McGrath is the co-author of three books, in addition to her new book The End of Competitive Advantage: How to Keep Your Strategy Moving as Fast As Your Business (Harvard Business Review Press). Ms. McGrath appears regularly on television and radio and is often cited in the press, including The Wall Street Journal, New York Times, Financial Times, and Businessweek, Inc. She maintains an active blog and is featured as a discussion leader at Harvard Business Online. She has authored or co-authored 14 articles in the Harvard Business Review. Ms. McGrath joined the faculty of Columbia Business School in 1993. Prior to life in academia, she was an IT director, worked in the political arena, and founded two start-ups. Her Ph.D. is from the Wharton School, University of Pennsylvania. She teaches in Columbia’s top-ranked Executive Education programs, and is the Faculty Director for the Columbia Executive Education program Leading Strategic Growth and Change. Ms. McGrath’s academic publications have appeared in several leading journals. She has won numerous awards for excellence in scholarship. Among these are the Strategic Management Society ‘best paper’ and ‘runner up’ awards in 2001 and 2004; the Maurice Holland award from the Industrial Research Institute; the Academy of Management Review “best paper” award, the Entrepreneurship Theory and Practice Award for the Best Conceptual Paper (both 1992 and 1996) and the European Foundation for Entrepreneurship Research (EFER) best paper award. She is a member of several editorial boards of prestigious journals.