Dr. Llanos-Contreras, Orlando

Branding and reputation plays an important role in determining firm behaviour and outcomes. These well-known marketing concepts have attracted attention of family firm scholars as well. However, despite the significant growth in family firm literature over the last two decades, the application of marketing theories and concepts in family firm context is limited. Thus, there is an urgent need for a better understanding of reputation, branding, communication, and marketing perspectives in family firms. The goal of this special issue is to enhance our understanding of marketing strategies in family firms. This special issue features 5 articles that represents the work of 12 scholars from five different countries.

Natural disasters (e.g., earthquakes and pandemics) negatively affect firms and their stakeholders. These disasters disrupt the operations of firms and lives of people by generating a shock in the system. Small firms are especially vulnerable to the shocks and disturbances resulting from these disasters. Since small firms, especially family firms, are key economic contributors and agents of recovery in any community, understanding their post-disaster recovery processes is critical. Therefore, this study examines the post-disaster recovery processes of small family firms. We utilize a grounded theory approach to analyze and propose that resources and socioemotional wealth priorities influence the post-disaster recovery of small family firms. Utilizing the 8.8 Richter scale earthquake in Chile in 2010 as a natural disaster, we examine the eight-year lagged data of 20 small family firms with disrupted operations. Our findings have important implications for small firms experiencing the negative consequences of disruptions, including those experiencing the COVID-19 pandemic-induced disruption.