Strategic marketing management in the small family firm
This work has as its main goal to analyze the importance that the small family firm give to the different dimensions of the strategic management of marketing in terms of several demographic features and the generational evolution. With this aim, a quantitative study has been developed where the pred...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad del País Vasco (UPV/EHU)
2007-06-01
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| Series: | Management Letters/Cuadernos de Gestión |
| Subjects: | |
| Online Access: | http://www.ehu.es/cuadernosdegestion/revista/index.php/en/published-issues?y=2007&v=7&n=1&o=5 |
| _version_ | 1818775735211393024 |
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| author | JOSEFA D. MARTÍN SANTANA M.ª KATIUSKA CABRERA SUÁREZ |
| author_facet | JOSEFA D. MARTÍN SANTANA M.ª KATIUSKA CABRERA SUÁREZ |
| author_sort | JOSEFA D. MARTÍN SANTANA |
| collection | DOAJ |
| description | This work has as its main goal to analyze the importance that the small family firm give to the different dimensions of the strategic management of marketing in terms of several demographic features and the generational evolution. With this aim, a quantitative study has been developed where the predecessors and the successors of a sample of family firms have been personally interviewed. The results show that there are two groups of firms with different approaches to marketing in its strategic dimension. Also, there are certain differences in the role of the strategic marketing in terms of the legal form, age, size generational evolution of the firms, and it’s effects on business results. |
| first_indexed | 2024-12-18T11:01:45Z |
| format | Article |
| id | doaj.art-82ec3c4f0e8840879b5e250646fb0d99 |
| institution | Directory Open Access Journal |
| issn | 1131-6837 1988-2157 |
| language | English |
| last_indexed | 2024-12-18T11:01:45Z |
| publishDate | 2007-06-01 |
| publisher | Universidad del País Vasco (UPV/EHU) |
| record_format | Article |
| series | Management Letters/Cuadernos de Gestión |
| spelling | doaj.art-82ec3c4f0e8840879b5e250646fb0d992022-12-21T21:10:12ZengUniversidad del País Vasco (UPV/EHU)Management Letters/Cuadernos de Gestión1131-68371988-21572007-06-017185100Strategic marketing management in the small family firmJOSEFA D. MARTÍN SANTANAM.ª KATIUSKA CABRERA SUÁREZThis work has as its main goal to analyze the importance that the small family firm give to the different dimensions of the strategic management of marketing in terms of several demographic features and the generational evolution. With this aim, a quantitative study has been developed where the predecessors and the successors of a sample of family firms have been personally interviewed. The results show that there are two groups of firms with different approaches to marketing in its strategic dimension. Also, there are certain differences in the role of the strategic marketing in terms of the legal form, age, size generational evolution of the firms, and it’s effects on business results.http://www.ehu.es/cuadernosdegestion/revista/index.php/en/published-issues?y=2007&v=7&n=1&o=5Strategic marketingfamily businessgenerations |
| spellingShingle | JOSEFA D. MARTÍN SANTANA M.ª KATIUSKA CABRERA SUÁREZ Strategic marketing management in the small family firm Management Letters/Cuadernos de Gestión Strategic marketing family business generations |
| title | Strategic marketing management in the small family firm |
| title_full | Strategic marketing management in the small family firm |
| title_fullStr | Strategic marketing management in the small family firm |
| title_full_unstemmed | Strategic marketing management in the small family firm |
| title_short | Strategic marketing management in the small family firm |
| title_sort | strategic marketing management in the small family firm |
| topic | Strategic marketing family business generations |
| url | http://www.ehu.es/cuadernosdegestion/revista/index.php/en/published-issues?y=2007&v=7&n=1&o=5 |
| work_keys_str_mv | AT josefadmartinsantana strategicmarketingmanagementinthesmallfamilyfirm AT makatiuskacabrerasuarez strategicmarketingmanagementinthesmallfamilyfirm |