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
← Swipe to explore all 18 families →
Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
38FP
Sm
Strategy Making
Family
1. Strategy and Positioning (I · Strategic Choice)
Era
Period 4: Orientation and Relationships, 1990s
Block
FP · Formulation, process
Tier
Major
Cell card
Description
They conceptualized marketing strategy making as a process with dimensions including situation analysis, comprehensiveness, emphasis on marketing assets and capabilities, cross-functional integration, communication quality, and consensus commitment, and tested its antecedents and performance consequences.
Managerial Implications
How a marketing strategy is made predicts how well it performs: situation analysis, comprehensive alternatives, cross-functional integration, and resource commitment improve outcomes, while a poor emphasis on marketing assets and an unclear process undermine them. Treat strategy making as a designed process with clear roles and tests, and measure the process quality as well as the plan.
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.
