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
59FP
Pm
Proactive Market Orientation
Family
4. Market Orientation (II · Resources and Orientation)
Era
Period 5: Assets and Accountability, 2000s
Block
FP · Formulation, process
Tier
Landmark
Cell card
Description
They distinguished responsive market orientation, which addresses expressed customer needs, from proactive market orientation, which discovers and satisfies latent needs, and showed that the proactive form drives new product success.
Managerial Implications
Responsive market orientation satisfies expressed needs; proactive market orientation discovers latent needs customers cannot yet articulate. Only the proactive form predicts new product success. Build mechanisms for latent-need discovery: observing customers in use, working with lead users, and probing problems rather than asking for feature requests. Customers describe their present well; the firm must infer their future.
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.
