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
58IN
Mk
Marketing Capabilities
Family
3. Resources and Capabilities (II · Resources and Orientation)
Era
Period 5: Assets and Accountability, 2000s
Block
IN · Inputs: resources and assets
Tier
Landmark
Cell card
Description
Vorhies and Morgan identified eight marketing capabilities, including pricing, product development, channel management, marketing communication, selling, market information management, planning, and implementation, and used benchmarking against top performers to show their link to business performance.
Managerial Implications
Marketing capabilities, such as pricing, product management, channel management, communication, selling, market information, planning, and implementation, can be benchmarked and improved, and they explain performance differences between firms. Assess each capability against the best in your industry rather than against last year. Capabilities compound: strong planning without implementation, or information without pricing skill, leaves value on the table. Invest in the weakest link.
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.
