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Rita McGrath's Big Idea – Arenas

Rita McGrath is a ranked Thinkers50 Thinker and a professor at Columbia University Graduate School of Business.

Strategy analysis often occurs with companies comparing themselves to others within the same industry. Rita finds this misleading and proposes the idea of arenas—specific markets or customer groups that the company is targeting, which may not have anything to do with the industry.

See Rita McGrath's Thinkers50 bio.

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