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

In: Advances in Empirical Economic Research

Author

Listed:
  • Irene Samanta

    (University of West Attica)

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.

Suggested Citation

  • Irene Samanta, 2023. "Determinants of Marketing Activity by Family Business Owners: A Generational Approach," Springer Proceedings in Business and Economics, in: Nicholas Tsounis & Aspasia Vlachvei (ed.), Advances in Empirical Economic Research, chapter 0, pages 919-936, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-22749-3_57
    DOI: 10.1007/978-3-031-22749-3_57
    as

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