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
76IN
Ad
Adaptive Capabilities
Family
3. Resources and Capabilities (II · Resources and Orientation)
Era
Period 6: Engagement and Networks, 2010s
Block
IN · Inputs: resources and assets
Tier
Landmark
Cell card
Description
Day argued that a widening gap between market complexity and firms' capacity to respond requires adaptive marketing capabilities: vigilant market learning, adaptive market experimentation, and open marketing.
Managerial Implications
The gap between market complexity and firms' ability to respond is widening. Closing it requires adaptive marketing capabilities: vigilant market learning, adaptive market experimentation, and open marketing that uses partners' capabilities. These are built through practices such as rapid test-and-learn and external networks, not through larger analytics budgets. Managers should ask whether their organization can sense faster and experiment cheaper than competitors.
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.
