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
98OUT
Fv
Firm-Value Integration
Family
18. Marketing-Finance and Performance (VII · Outcomes)
Era
Period 7: Frontier, 2020s
Block
OUT · Outputs: performance
Tier
Emerging or specialized
Cell card
Description
Their integrative review of the marketing-finance interface consolidated the metrics, methods, and findings on how marketing assets and actions drive firm value and set an agenda for future research.
Managerial Implications
Decades of evidence show that marketing assets and actions, from brands and customer satisfaction to advertising and new products, affect firm value, with effects that vary by action and context. Marketing is a value driver that boards can evaluate. Managers should present marketing plans in terms of cash flow timing, growth, and risk, use the evidence base to set expectations, and build the internal measurement that links actions to value.
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.
