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
77FP
Sa
Sustained MO Advantage
Family
4. Market Orientation (II · Resources and Orientation)
Era
Period 6: Engagement and Networks, 2010s
Block
FP · Formulation, process
Tier
Major
Cell card
Description
Using longitudinal data, they showed that market orientation's effect on performance has weakened over time as it diffused, so that it is becoming a cost of competing rather than a source of sustained advantage, although early adopters retained gains.
Managerial Implications
Early adopters of market orientation earned advantage; as competitors adopted it, the advantage became a requirement to compete, and its link to profit weakened. Market orientation is now necessary but not sufficient. Managers should expect the same of any widely adopted practice, from CRM to analytics, and look for advantage in how the practice is combined with capabilities and culture that competitors cannot copy.
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.
