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  4. Marketing strategies in family firms
 
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Marketing strategies in family firms
Dr. Llanos-Contreras, Orlando 
Facultad de Ciencias EconĂłmicas y Administrativas 
Alonso Dos Santos, Manuel
Facultad de Ciencias EconĂłmicas y Administrativas 
Mahto, Raj
Small Business Institute
2021
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.
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Family firms’ reputation
Family business Identity
Family firms reputational advantage
Historial de mejoras
Proyecto financiado por: