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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