Building a Family Business Brand in the Context of the Concept of Stakeholder-oriented Value

• Autorzy: Zdzisława Dacko-Pikiewicz
• Języki publikacji: EN

Abstrakty

EN

The article addresses the issue of building a family business brand using the marketing concept of stakeholderoriented value. Based on empirical research conducted by means of the interview (CATI) method among 300 entities - family businesses operating in Poland - a set of factors was defined for four main groups of stakeholders, i.e. customers, employees, investors and business partners, which, in the opinion of family business representatives, may be a starting point in the process of building a family business brand. Differences in the perception of value for stakeholders by the separate groups of the family business representatives surveyed (family business owners, co-owners, successors and managers) were also indicated. The research shows that, depending on the type of stakeholders in the brand-building process, a different combination of factors is assumed to be the foundation of the concept of value in family businesses. (original abstract)

Słowa kluczowe

EN

Brand building; Stakeholders; Factor analysis

PL

Budowanie marki; Interesariusze; Analiza czynnikowa

• Czasopismo: Forum Scientiae Oeconomia
• Rocznik: 2019
• Tom: 7
• Numer: nr 2 Effective Management for Entrepreneurship, Improved Competitiveness and the Environment
• Strony: 37--51

Twórcy

autor

Zdzisława Dacko-Pikiewicz

• WSB University, Dąbrowa Górnicza, Poland

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Identyfikatory

DOI

10.23762/FSO_VOL7_NO2_3