Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
22OUT
Ms
Market Share Effect
Family
18. Marketing-Finance and Performance (VII · Outcomes)
Era
Period 2: Planning, 1970s
Block
OUT · Outputs: performance
Tier
Landmark
Cell card
Description
Drawing on the PIMS database, they documented a strong positive relationship between market share and return on investment and proposed economies of scale, market power, and management quality as its explanations.
Managerial Implications
Market share and profitability are correlated, through scale, experience, and bargaining power, but share bought with price cuts destroys the margin it promised. Pursue share where scale economies and learning are real, and measure the cost of each share point. In many digital and service markets, relative share within a segment matters more than overall share, so define the denominator carefully.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
