Market forces therefore act as a constraint upon management. In highly competitive markets, management must achieve profit maximisation. The constraint is less where competitive forces are weaker. However, the dominance of oligopolistic markets in modern economies provides plenty of scope for non-profit-maximising behaviour. Nevertheless, competition is strong in all markets and firms cannot afford to neglect efficiency and profitability. However, as we will see below, profit now appears as a constraint upon behaviour rather than the sole or dominating goal of the firm