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
97OUT
Bw
Better World Marketing
Family
17. Stakeholders and Sustainability (VI · Context)
Era
Period 7: Frontier, 2020s
Block
OUT · Outputs: performance
Tier
Major
Cell card
Description
Chandy et al. framed better marketing for a better world, calling for research on how marketing can improve consumer, societal, and environmental welfare while creating value for firms.
Managerial Implications
Marketing can improve lives, through access, affordability, and wellbeing, and the same tools can do harm through manipulation and waste. The managerial implication is to evaluate strategy on its effects on customers and society as well as on the firm, and to look for the opportunities where doing good and doing well coincide, which are more common than cynics assume and more demanding than optimists admit.
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.
