This paper presents an original, holistic model of competitive advantage following a review, critique and interpretation of a diverse literature with a view to aiding understanding among marketing practitioners and concentrating thought among marketing academics. In the first instance, the conceptual nature of competitive advantage is outlined. This is then used to discuss selected drivers of cost and differential advantage as well as the assets and skills on which competitive advantage is based. In the sections which follow, the literature on sustainability is reviewed prior to being brought together to develop an original model of competitive advantage. Some potential drivers of competitive advantage in the future are also identified. The paper concludes by providing directions for future research.