Sustainable Marketing and Public Relations (PR) in Family Businesses

Ramo Palalić, Claire Seaman, Veland Ramadani, Léo-Paul Dana and Gadaf Rexhepi
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Ramo Palalić: Sultan Qaboos University
Claire Seaman: Queen Margaret University
Veland Ramadani: South East European University
Léo-Paul Dana: IGS Group
Gadaf Rexhepi: South East European University

Chapter 5 in Sustainable Family Business, 2024, pp 79-101 from Springer

Abstract: Abstract Unique selling proposition is the focus of every firm in the market and so for the family business. This is the key driver for competitive advantage. Thus, the chapter overviews the most important existing models that help family firms toward long-term sustainable competitive advantage, but also it introduces possible models for family business sustainability (additional 2Ps: people and passion) using the triple-bottom approach. The chapter is followed by a case study.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-031-57999-8_5

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DOI: 10.1007/978-3-031-57999-8_5

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