Abstract
Shelby Hunt has produced one of the most important books in marketing in decades. He basically challenges us to engage in the discussion of competition based on what develops as “resource-advantage.” The extensive essay is based on a comprehensive examination of the foundations of competition with the hopes of offering a synthetic theory. Although Hunt provides compelling arguments worthy of serious attention, the major shortcoming of the work is the absence of competitive theory drawn from the theory and practice of marketing, that lodged directly in the marketing discipline. Nevertheless, the integration of competition can more easily flow now that a basic framework has been provided.
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