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
41FP
Mo
Market Orientation
Family
4. Market Orientation (II · Resources and Orientation)
Era
Period 4: Orientation and Relationships, 1990s
Block
FP · Formulation, process
Tier
Landmark
Cell card
Description
Kohli and Jaworski defined market orientation as organization-wide generation of, dissemination of, and responsiveness to market intelligence, and Narver and Slater conceptualized it as a culture of customer orientation, competitor orientation, and interfunctional coordination and showed its association with profitability.
Managerial Implications
Market orientation is organization-wide intelligence on customers and competitors, shared across functions, and acted on. It raises performance across industries and conditions. Managers can build it: top management must signal priority, departments must share information, and rewards must reflect customer outcomes. Audit the three behaviors, generation, dissemination, and responsiveness, and fix the weakest; most firms generate intelligence and fail to disseminate or act.
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.
