Business
Scarcity doesn't mean the end for businesses – here's what they should do
The new reality of scarcity will likely need businesses to adapt their business models and re-envision their success metrics and mindset around growth.
Martin Reeves
Reeves has an M.A. in natural sciences from the University of Cambridge and an M.B.A. from the Cranfield University School of Management. Prior to joining BCG, Martin worked for Zeneca in Japan and the United Kingdom, in marketing and strategic planning. At BCG: Martin Reeves is a Senior Partner & Managing Director at Boston Consulting Group Consulting Group and he leads the BCG Henderson Institute, BCG's vehicle for exploring new ideas in business and leadership. Current research topics include business strategy in complex environments, corporate resilience and longevity, biology and strategy, artificial intelligence and competitive advantage and sustainable strategies. He is the author of "Your Strategy Needs a Strategy" (Harvard Business Press, 2015) and numerous articles in Harvard Business Review, MIT Sloan Management Review and other publications.
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