Resource-advantage theory, market segmentation and competitor analysis

In this Special Issue, Arnett posits that marketing research and practice have not clearly articulated what constitutes a competitor and what is needed is a theoretically grounded definition. Resource-advantage theory serves as a foundation for competitor identification through the lens of market segmentation. In this commentary, I reflect on the contributions of Dr. Shelby D. Hunt and suggest how marketing researchers and practitioners may rely on R-A theory to improve market segmentation and competitor analysis. I also reflect on Dr. Hunt's influence as a researcher and mentor.