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
33IP
Br
Buyer-Seller Relationships
Family
11. Relationships and Customer Equity (IV · Customer and Brand Assets)
Era
Period 3: Competitive Advantage, 1980s
Block
IP · Implementation, process
Tier
Landmark
Cell card
Description
They contrasted discrete transactions with relational exchange and modeled relationship development through phases of awareness, exploration, expansion, commitment, and dissolution.
Managerial Implications
Business relationships develop through stages, from awareness and exploration to expansion and commitment, and can dissolve at any point. Manage accounts according to their stage: new relationships need trust-building and small wins, mature ones need investment in joint value and attention to signs of decline. Treating every account the same wastes effort on some and underinvests in others.
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.
