Exploring the Family Identity as a Unique Competitive Advantage to Family Businesses in Developing a Relationship Marketing Orientation

Silvia L. Fotea () and Ioan Ş. Fotea ()
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Silvia L. Fotea: Emanuel University of Oradea
Ioan Ş. Fotea: Emanuel University of Oradea

Chapter Chapter 19 in Challenges and Opportunities to Develop Organizations Through Creativity, Technology and Ethics, 2020, pp 331-347 from Springer

Abstract: Abstract The literature suggests that family businesses hold a unique DNA that allows them to develop long-term, mutually beneficial relationships with their stakeholders which can be turned into a competitive advantage. Using the concept of organizational identity, this study explores the theoretical underpinnings of such a claim in order to assess whether family businesses naturally possess the characteristics and the context that helps them develop a relationship marketing orientation and whether such an orientation could positively impact the performance of the business. A conceptual framework is proposed as a map for further investigations into the relationship between organizational identity, relationship marketing orientation, and business performance.

Keywords: Family business; Organizational identity; Relationship marketing orientation; Business performance; Transgenerational perspective (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-43449-6_19

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DOI: 10.1007/978-3-030-43449-6_19

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