The SAGE Handbook of Family Business captures the conceptual map and state-of-the-art thinking on family business - an area experiencing rapid global growth in research and education since the last three decades.
Edited by the leading figures in family business studies, with contributions and editorial board support from the most prominent scholars in the field, this Handbook reflects on the development and current status of family enterprise research in terms of applied theories, methods, topics investigated, and perspectives on the field's future.
The SAGE Handbook of Family Business is divided into following six sections, allowing for ease of navigation while gaining a multi-dimensional perspective and understanding of the field.
Part I: Theoretical perspectives in family business studies
Part II: Major issues in family business studies
Part III: Entrepreneurial and managerial aspects in family business studies
Part IV: Behavioral and organizational aspects in family business studies
Part V: Methods in use in family business studies
Part VI: The future of the field of family business studies
By including critical reflections and presenting possible alternative perspectives and theories, this Handbook contributes to the framing of future research on family enterprises around the world. It is an invaluable resource for current and future scholars interested in understanding the unique dynamics of family enterprises under the rubric of entrepreneurship, strategic management, organization theory, accounting, marketing or other related areas.
Chapter 21: Marketing from a Family Business Perspective
Marketing from a Family Business Perspective
Regardless of the organizational or industry context, marketing essentially centers on the process of delivering customer satisfaction at a profit without damaging current or future generations’ ability to maintain social, economic, and environmental sustainability. As a distinct discipline in business and academia, marketing was established only in the first half of the twentieth century. Legitimate positioning as a key subject area was secured with the requisite paradigmatic breadth and depth of understanding and application (Jones and Monieson, 1990; Jones and Shaw, 2002). Following the advent of family business as a distinct research destination, recent developments in the area of marketing have specifically considered the context of family-owned businesses. Although work is still ...