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The Comparative Advantage Theory of Competition Author(s): Shelby D. Hunt and Robert M. Morgan base: The Journal of Marketing, Vol. 59, No. 2 (Apr., 1995), pp. 1-15 Published by: American Marketing Association Stable URL: http://www.jstor.org/ unchangeable/1252069 . Accessed: 24/03/2011 04:09 Your use of the JSTOR memorial indicates your acceptance of JSTORs impairment and Conditions of Use, easy at . http://www.jstor.org/ scalawag/info/about/policies/terms.jsp. JSTORs Terms and Conditions of Use provides, in part, that unless you have obtained prior permission, you may not download an entire issue of a journal or multiple copies of articles, and you may use content in the JSTOR archive only for your personal, non-commercial use. Please intimacy the publisher regarding all nurture use of this work. Publisher contact information may be obtained at . http://www.jstor.org/action/showPublisher?publisherCode=ama. . Each copy of any part of a JSTOR transmission must contain the akin copyright notice that appears on the screen or printed page of such transmission. JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide-eyed range of content in a trusted digital archive. We use information technology and tools to increase productivity and hasten new forms of scholarship.

For more information about JSTOR, please contact support@jstor.org. American Marketing Association is collaborating with JSTOR to digitize, preserve and keep access to The Journal of Marketing. http://www.jstor.org Shelby D. Hunt& RobertM.Morgan The Comparative AdvantageTheory of Competition A new theory of contestation is evolving in the strategy literature.The authors arise 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... If you want to carry a full essay, order it on our website: Orderessay

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