Analysis of the Relationship between the Size of Family Businesses and the Implementation of Marketing Activities in the Context of Slovakia

Chlpek Samuel (), Čakanišin Adrián () and Naďová Krošláková Monika ()
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Chlpek Samuel: University of Economics, Faculty of Commerce, Bratislava, Slovak republic
Čakanišin Adrián: University of Economics, Faculty of Commerce, Bratislava, Slovak republic
Naďová Krošláková Monika: University of Economics, Faculty of Commerce, Bratislava, Slovak republic

Proceedings of the International Conference on Business Excellence, 2024, vol. 18, issue 1, 2248-2253

Abstract: Using the Chi-square test, this study investigates the influence of size structure and marketing strategies on family businesses operating within the Slovak Republic.. Through an online survey targeting family businesses across Slovakia, we gathered data on business size and marketing strategies, categorizing them into micro, small, medium, and large enterprises. In the analysis itself, we consider the statistically significant relationship between the size category of the family business and the use of the form of marketing strategy. In Slovak family businesses, the choice of marketing strategy is significantly influenced by the company's size category, as indicated by the results of the solved problems. This indicates different decision-making processes in management, and these can be reflected in different strategic priorities and capabilities of each size category of family business in Slovakia. Focusing on the importance of size categories, our article sheds new light on the implementation of specific marketing strategies by Slovak family businesses, thereby enhancing understanding of marketing management within these enterprises.

Keywords: family business; marketing; sme; slovak family businesses (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:18:y:2024:i:1:p:2248-2253:n:1032

DOI: 10.2478/picbe-2024-0188

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