Marketing strategies in family firms

Authors

  • Manuel Alonso Dos Santos Department of Marketing and Market Research, University of Granada, Campus Cartuja s/n,18071, Granada, Spain, & Facultad de Cs. Económicas y Administrativas, Universidad Católica de la Santísima Concepción, Alonso de Ribera 2850, 409054, Concepción, Chile
  • Orlando Llanos Contreras Administration Department, Universidad Católica de la Santísima Concepción, Alonso de Ribera 2850, 409054, Concepción, Chile
  • Raj V. Mahto Anderson School of Management, The University of New Mexico, Albuquerque, NM, 87131, USA

Abstract

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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Published

2021-04-13

Issue

Vol. 31 No. 2 (2021)

Section

SI: Marketing strategies in family firms

License

Copyright (c) 2021 Manuel Alonso Dos Santos, Orlando Llanos Contreras, Raj V. Mahto

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How to Cite

Marketing strategies in family firms. (2021). Journal of Small Business Strategy (archive Only), 31(2), 1-5. https://libjournals.mtsu.edu/index.php/jsbs/article/view/2010