Impact & Expertise

BCG Fellow

Martin Reeves: Future of Strategy

Reeves_Martin_thumb_lgMartin Reeves is a senior partner and managing director in BCG’s New York office.

He leads the BCG Strategy Institute worldwide, is a member of the Strategy practice’s leadership team, and is a senior member of the Health Care practice area.

He joined BCG in 1989 in the firm’s London office and later moved to Tokyo, where he led the Health Care practice area in Japan and was responsible for BCG’s consulting business with global companies in Japan.

Martin has been a BCG Fellow since 2008. His research topic is the future of strategy.

Strategy, under relatively stable conditions, has historically relied on concepts of scale, efficiency, and first-order capabilities. However, we now live in a world of increased turbulence and unpredictability—leadership is less durable, industry boundaries are blurring, and forecasting has become much harder. We must therefore supplement traditional bases of competitive advantage with dynamic, adaptive capabilities and strategies.

Martin has led a broad range of strategy assignments in the Financial Services, Consumer, Industrial Goods, and Health Care practice areas. He has a particular interest in adaptive strategy, strategy for multibusiness systems, the sustainability of business strategies, collective learning and innovation, and the topic of trust.

Before joining BCG, Martin worked for Zeneca in Japan and the United Kingdom, where he focused on marketing and strategic planning. He holds a triple first-class master’s degree from the University of Cambridge and an MBA from Cranfield Institute of Technology. He also studied physiology at Tokyo University and Japanese at Osaka University.

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