Bruce C. Greenwald

About the Author

Bruce C. Greenwald is a distinguished economist and professor emeritus at Columbia Business School, where he has shaped the minds of future business leaders for decades with his incisive analyses of competitive dynamics and value creation. Renowned for his contrarian views on corporate strategy, Greenwald challenges conventional wisdom by emphasizing the enduring power of barriers to entry and the pitfalls of overambitious diversification. His seminal work, Competition Demystified: A Radically Simplified Approach to Business Strategy, co-authored with Judd Kahn, distills complex economic principles into practical frameworks that demystify how industries truly function and how companies can sustain advantage. A sought-after advisor to investors and executives, Greenwald's teachings continue to influence strategic thinking in boardrooms worldwide, underscoring the importance of understanding competitive moats over fleeting market trends.