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Martin Reeves leads the BCG Henderson Institute worldwide and is a member of The Boston Consulting Group’s Strategy practice leadership team as well as a senior member of the Health Care practice. Martin is also a member of the BCG Henderson Institute's Innovation Sounding Board, which is dedicated to supporting, inspiring, and guiding upstream innovation at BCG. He was a Fellow from 2008 through 2017.

During his fellowship, Martin researched the future of strategy. His theory is that strategy has historically relied on concepts of scale, efficiency, and first-order capabilities. However, traditional approaches are often undermined by unpredictability and dynamism in today's business environment. Martin believes companies must supplement traditional competitive advantage with dynamic, adaptive capabilities and strategies and that belief informed the direction of his study.

Martin is the coauthor of Your Strategy Needs a Strategy, which offers the “strategy palette” as a tool to enable business leaders to tune their approach to strategy into their strategic environment. In 2014, he presented this topic during his TED talk as part of a series of talks curated by TED and BCG.

Since joining BCG in 1989, Martin has led a broad range of strategy assignments in the Financial Institutions, Consumer, Industrial Goods, and Health Care sectors. He has particular expertise in the areas of adaptive strategy, strategy for multibusiness systems, sustainability strategies, collective learning and innovation, and the topic of trust.

Prior to joining BCG, Martin worked for Zeneca in Japan and the United Kingdom, where he focused on marketing and strategic planning.

Areas of Expertise

  • Research and product development innovation
  • Business model innovation
  • Corporate sustainability and social responsibility
  • Marketing effectiveness
  • Corporate strategy and strategic planning
  • Mergers and acquisitions; acquisition integration


  • MBA, Cranfield University School of Management
  • MA, natural sciences, University of Cambridge
  • Certification in Japanese, Osaka University of Foreign Studies
  • Postgraduate research in biophysics, University of Tokyo
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