As a powerful approach to accounting for competitive advantage, strategic
management accounting remains largely unexploited. Externally focused on the
market, strategic management accounting integrates insights from management
accounting and marketing within a strategic management framework. Consequently
it can be distinguished from seemingly related attempts to develop a more
strategically significant approach to accounting to management. In addition to
debating these issues, the paper draws on field study data to suggest a potentially
fruitful advance of the strategic management accounting concept in the form of
brand management accounting.
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