Managing the competition: Strategic insights and implication

The discipline of marketing draws heavily on viewpoints, concepts and methodologies originating outside its own field of study. As a fairly mature discipline, it can contribute to the development of emerging areas of study as well as benefiting from the new perspectives such new areas bring to specific problems being studied by marketing researchers. This article looks at the potential for exchanging ideas between marketing and strategic management -- in particular, reviewing the conceptual and methodological dialogue between the two on the subject of competition. It is thought this will enrich the view of competitive analysis problems adopted within the marketing discipline.