The Comparative Advantage Theory of Competition

Shelby D. Hunt, Robert M. Morgan

Research output: Contribution to journalArticlepeer-review


A new theory of competition is evolving in the strategy literature. The authors explicate the foundations of this new theory, the “comparative advantage theory of competition,” and contrast them with the neoclassical theory of perfect competition. They argue that the new theory of competition explains key macro and micro phenomena better than neoclassical perfect competition theory. Finally, they further explicate the theory of comparative advantage by evaluating a market orientation as a potential resource for comparative advantage.

Original languageEnglish
Pages (from-to)1-15
Number of pages15
JournalJournal of Marketing
Issue number2
StatePublished - Apr 1995


Dive into the research topics of 'The Comparative Advantage Theory of Competition'. Together they form a unique fingerprint.

Cite this