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
55IN
Ma
Market-Based Assets
Family
18. Marketing-Finance and Performance (VII · Outcomes)
Era
Period 4: Orientation and Relationships, 1990s
Block
IN · Inputs: resources and assets
Tier
Landmark
Cell card
Description
They proposed that relational and intellectual market-based assets create shareholder value by accelerating and enhancing cash flows, reducing their volatility and vulnerability, and increasing their residual value, linking marketing to finance.
Managerial Implications
Customer relationships, channel relationships, and brands are assets that generate shareholder value by accelerating cash flows, enhancing them, reducing their volatility, and extending their life. Make the link explicit: show finance how marketing investments change the timing, size, and risk of cash flows. This vocabulary earns marketing a seat in capital allocation and turns brand and customer programs into investments with measurable returns.
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.
