Managing the competition: strategic insights and implications

Brownlie, D. and Moutinho, L. (1989) Managing the competition: strategic insights and implications. European Management Journal, 7(3), pp. 332-340. (doi:10.1016/0263-2373(89)90128-X)

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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.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Moutinho, Professor Luiz
Authors: Brownlie, D., and Moutinho, L.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:European Management Journal

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