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
26FP
Oc
Marketing Culture
Family
4. Market Orientation (II · Resources and Orientation)
Era
Period 3: Competitive Advantage, 1980s
Block
FP · Formulation, process
Tier
Landmark
Cell card
Description
Deshpandé and Webster defined organizational culture as the shared values and beliefs that give members norms for behavior and set a research agenda linking culture to marketing effectiveness, within which market orientation is a type of culture.
Managerial Implications
Customer focus is a cultural trait, carried in shared values and norms, not a department. Leaders shape it through what they reward, whom they promote, and which stories they tell. Before launching a customer initiative, diagnose the culture: if engineers or finance set the norms, customer programs will be tolerated rather than adopted. Changing culture takes years, so start with visible leadership behavior.
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.
