Family means trustworthy” – family businesses in the opinion of Polish consumers
Journal Title: Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie - Year 2018, Vol 19, Issue 2
Abstract
Family businesses are an extremely important element of the Polish economy, both in the creation of GDP and in the creation of jobs. Positive connotations connected with the word “family” can give these entities the advantage of competing with non-family companies. However, this advantage is only used to a small extent, because companies rarely emphasize this feature. The aim of the article is to present the impact of consumer percep¬tions of the entity as a family business on their attitude to this entity and, as a consequence, also to products/services offered by its. The most important features of family businesses that have a significant impact on their specificity and the results of research on consumer attitude to those entities and their products will be discussed. Will also be presented recom¬mendations for using by companies “being family business” image.<br/><br/>
Authors and Affiliations
Magdalena Baryń
Keywords
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- EP ID EP345375
- DOI 10.5604/01.3001.0012.2040
- Views 52
- Downloads 0
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