monopoly-microeconomic?

That's a semantic distinction, but not a real one. If there are substitutes for the product, the company cannot behave like a monopoly. Example: Your local telco may be the only company that can bring traditional telecom service to your home, but there are several other ways you can get telecomm service -- from your cable provider. wireless providers like Clearwire, etc. Your local telco may be a monopoly in precisely what it porvides, but if it were to behave like it had a monopoly, it would price itself out of business.