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Sustainable Marketing and Public Relations (PR) in Family Businesses

In: Sustainable Family Business

Author

Listed:
  • Ramo Palalić

    (Sultan Qaboos University)

  • Claire Seaman

    (Queen Margaret University)

  • Veland Ramadani

    (South East European University)

  • Léo-Paul Dana

    (IGS Group)

  • Gadaf Rexhepi

    (South East European University)

Abstract

Unique selling proposition is the focus of every firm in the market and so for the family business. This is the key driver for competitive advantage. Thus, the chapter overviews the most important existing models that help family firms toward long-term sustainable competitive advantage, but also it introduces possible models for family business sustainability (additional 2Ps: people and passion) using the triple-bottom approach. The chapter is followed by a case study.

Suggested Citation

  • Ramo Palalić & Claire Seaman & Veland Ramadani & Léo-Paul Dana & Gadaf Rexhepi, 2024. "Sustainable Marketing and Public Relations (PR) in Family Businesses," Springer Texts in Business and Economics, in: Sustainable Family Business, chapter 5, pages 79-101, Springer.
    • Handle: RePEc:spr:sptchp:978-3-031-57999-8_5
    DOI: 10.1007/978-3-031-57999-8_5
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