Zs. Deligonul et St. Cavusgil, DOES THE COMPARATIVE ADVANTAGE THEORY OF COMPETITION REALLY REPLACE THE NEOCLASSICAL THEORY OF PERFECT COMPETITION, Journal of marketing, 61(4), 1997, pp. 65-73
The Comparative Advantage Theory of Competition (CATC) is proposed by
Hunt and Morgan (1995) to replace the Neoclassical Theory of Perfect C
ompetition (NTPC). The new theory claims to offer a better explanation
for key macro and micro phenomena. The authors' purpose in this artic
le is to evaluate the CATC's potential as a replacement for the neocla
ssical theory. They argue that (1) both the NTPC and CATC are offshoot
s of the exchange paradigm; furthermore, (2) the efficient theories in
the exchange paradigm family cannot claim superiority over one anothe
r since a supracriterion for their contest is lacking; and (3) the CAT
C - even when considered efficient - cannot challenge the NTPC, let al
one replace it. In addition to meeting a host of conditions, a success
ful contender must come from a new paradigm, which the CATC does not.
Therefore, the replacement assertion remains unjustified.