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
60FP
Xx
Exploration-Exploitation
Family
5. Learning and Knowledge (II · Resources and Orientation)
Era
Period 5: Assets and Accountability, 2000s
Block
FP · Formulation, process
Tier
Major
Cell card
Description
They showed that market orientation enables firms to pursue exploitation and exploration marketing strategies at the same time, reducing the tradeoff between them in new product financial performance.
Managerial Implications
Firms must exploit current competences and explore new ones, and the two compete for attention and resources. Market orientation helps reconcile them by keeping exploration tied to customer needs. Managers should set explicit portfolios across the two, protect exploratory projects from quarterly metrics, and ensure exploratory learning is fed back into mainstream products. Over-exploitation is the more common failure, and it is invisible until too late.
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.
