Determinants of Marketing Activity by Family Business Owners: A Generational Approach
Authors: Samanta, Irene 
Issue Date: 1-Jan-2023
Conference: International Conference on Applied Economics (ICOAE) "Advances in Empirical Economic Research", 7-9 July 2022, Madrid, Spain 
Book: Advances in Empirical Economic Research: International Conference on Applied Economics (ICOAE) 
Series: Springer Proceedings in Business and Economics
Keywords: Environmental scanning, Family business, Marketing mix, Marketing orientation generation management, Marketing practices
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.
ISBN: 9783031227486
ISSN: 21987254
21987246
DOI: 10.1007/978-3-031-22749-3_57
URI: https://uniwacris.uniwa.gr/handle/3000/2144
Type: Conference Paper
Department: Department of Business Administration 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου

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