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
92IN
Ex
Marketing Excellence
Family
3. Resources and Capabilities (II · Resources and Orientation)
Era
Period 7: Frontier, 2020s
Block
IN · Inputs: resources and assets
Tier
Emerging or specialized
Cell card
Description
They conceptualized marketing excellence as priorities on the marketing ecosystem, the end user, and marketing agility, developed a measure, and showed its association with investor valuations.
Managerial Implications
Marketing excellence is a set of organization-wide capabilities for ecosystem management, end-user management, and marketing-agility, backed by leadership and culture, and it predicts growth and profitability. Benchmark your organization on these capabilities rather than on campaign quality. Excellence lives in how the firm coordinates partners, serves end users across the chain, and adapts, not in the marketing department alone.
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.
