The Migration of Ideas from Strategic Management to Marketing on the Subject of Competition

The discipline of marketing draws heavily on viewpoints, concepts and methodologies which originate outside its field of study. As a relatively mature discipline it is now not only in the position to contribute to the development of emerging areas of study, but it can also gain from the new perspectives such areas bring to specific problems being studied by marketing scholars. This article considers the potential for the exchange of ideas between marketing and strategic management. It reviews the migration of philosophical, conceptual and methodological insights from strategic management to marketing on the subject of competition. This migration is thought likely to enrich the view of competitive analysis problems taken within the marketing discipline.