TO THE EDGE OF MARKETING WARFARE. APPLYING MILITARY STRATEGIES IN A COMPANY FROM THE MOBILE TELECOMMUNICATION SECTOR IN ROMANIA

As military strategy preceded firm strategy, it is natural to state that firm strategy took the majority of its main concepts from the military. Nowadays, the business environment plays an important role in adopting strategic decisions. This implies that in the center of a company’s view, competition stands for one of the important factors. The interactions between economic agents become more and more intense, leading to firm cooperation, strategic partnerships, firm cluster and firm networks. However, there are also many ways for companies to engage in conflict. For smaller companies the most suitable approach on conflict is guerrilla warfare. We considered a company from the mobile telecommunication sector in Romania and showed how the several identified military techniques improved the company’s performance. In addition, we made a number of recommendations based on the principles of running a guerrilla war. Key words: guerrilla warfare, marketing strategy, military strategy, corporate strateg