Rita McGrath
Professor, Columbia Business School
Rita McGrath is a world-renowned expert on innovation and strategy, known for her work on competitive strategy in dynamic markets.
Cited In
1 Article
Global Business / Economy
Is the Concept of a 'Fair Price' Disappearing in an Era of Personalized Dynamic Pricing — and Should That Alarm You?Is the very idea of a "fair price" becoming obsolete as algorithms tailor what you pay to who you are? Rita McGrath, Michael Schrage, and Amy Scott debate whether personalized dynamic pricing is a natural market evolution or a quiet erosion of consumer trust.