Entrepreneurial Approach on Relationship Marketing in Family Owned Business
Journal Title: International Conference on Marketing and Business Development - Year 2016, Vol 0, Issue 1
Abstract
The purpose of this study is to shed light on how family businesses behave in terms of entrepreneurial marketing and whether they differ from non-family businesses in their orientation towards entrepreneurial marketing. In order to achieve this purpose we have designed a quantitative exploratory study at national level among small and medium size enterprises in Romania using the entrepreneurial marketing orientation scale developed by Niehm et al. (2013). The scale is especially designed for small businesses and measures four dimensions: opportunity vigilance, customer-centric innovation, value creation and risk management. The study used the online questionnaire as a data-gathering tool, which was disseminated through Qualtrics platform and aimed to answer the following questions: What role does marketing play in family businesses in Romania? Who are the actors and what is their influence in the marketing efforts? If and how family business identity is integrated in the marketing efforts of the business? What is the impact of family involvement on marketing efforts? How do family businesses rank compared to non-family SMEs on the entrepreneurial marketing scale? At a first level of analysis Romanian family businesses seem to behave in many ways like a non-family SME. Our study identify insignificant differences between the entrepreneurial marketing orientation of family businesses compared to non-family businesses and a limited integration of family identity in marketing communication.
Authors and Affiliations
Nicolae Al. Pop, Silvia Fotea
Keywords
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