Determinants of Marketing Activity by Family Business Owners: A Generational Approach

Irene Samanta
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Irene Samanta: University of West Attica

Chapter Chapter 57 in Advances in Empirical Economic Research, 2023, pp 919-936 from Springer

Abstract: Abstract The research refers to family businesses and identifies the marketing practices that are applied by the first and second generations who manage the firms. Data were collected from a database of Greek private family companies (n = 380) using personal interviews to owner/managers. According to the findings, the owners of family businesses do not conform to conventional marketing rules, since their implementation is haphazard and informal; they make most decisions on their own, respond to current opportunities and circumstances and, therefore, any decision-making occurs in a loose, unstructured, spontaneous way, according to personal and business priorities at any given point in time. Firms should focus on the services or products offer in order to create a competitive advantage and gain advantages in the areas, where large businesses face problems, such as customer service, special relationships with the customers and suppliers and flexibility in providing services.

Keywords: Family business; Marketing mix; Marketing practices; Marketing orientation generation management; Environmental scanning (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-22749-3_57

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DOI: 10.1007/978-3-031-22749-3_57

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