Rodzinność firmy w percepcji konsumentów - scoping review

• Autorzy: Krystyna Leszczewska , Joanna Moczydłowska , Joanna Sadkowska

Warianty tytułu

Familiness in Business in the Perception of Consumers - Scoping Review

• Języki publikacji: PL

Abstrakty

Firmy rodzinne stanowią zróżnicowaną grupę podmiotów. Niezależnie od różnic występujących pomiędzy poszczególnymi typami firm rodzinnych mają one wspólną cechę - unikalny zestaw zasobów określany terminem familiness, wynikający z interakcji pomiędzy systemem rodziny jako całości, poszczególnych członków rodziny i samego przedsiębiorstwa. Mimo że funkcjonowanie firm rodzinnych jest całkiem dobrze rozpoznane, to nadal można zidentyfikować obszary badawcze warte pogłębionej eksploracji. Celem artykułu jest: 1) systematyzacja wiedzy na temat rodzinności firmy w kontekście percepcji konsumentów, 2) wskazanie kierunków dalszych badań naukowych w obszarze relacji pomiędzy rodzinnym charakterem przedsiębiorstwa a postrzeganiem firmy przez konsumentów oraz 3) wypracowanie rekomendacji dla praktyków zarządzania firmami rodzinnymi. Aby osiągnąć postawione cele, zastosowano metodę przeglądu zakresu literatury - scoping review. Analizą objęto publikacje poświęcone przedsiębiorczości rodzinnej wyselekcjonowane z międzynarodowych baz danych. Z badań wynika, że rodzinność, będąca ważnym elementem wpływającym pozytywnie na percepcję przedsiębiorstwa i jego produktów przez konsumentów, stanowi znaczące źródło przewagi konkurencyjnej. Atrybut rodzinności powinien być zatem bardziej eksponowany w komunikacji marketingowej tych firm. Analiza wskazuje również, że dalsze badania powinny koncentrować się na: 1) zależności między percepcją firm rodzinnych a takimi zmiennymi jak: wiek konsumentów, ich płeć oraz styl życia i system wartości; 2) związku między postrzeganiem firm rodzinnych a nowymi trendami w zachowaniach konsumentów, 3) relacjami między percepcją przedsiębiorstw rodzinnych a postawami wobec tych podmiotów, 4) kontekście kulturowym percepcji firm rodzinnych. (abstrakt oryginalny)

EN

Family firms are a diverse group of business entities. Regardless of the differences that exist among particular types of family firms, they share a common feature. It is the term familiness resulting from the interaction between the family system as a whole, the individual family members and the business itself. Although the functioning of family businesses is increasingly well recognised, research areas worthy of in- depth exploration can still be identified. The objective of this paper article is threefold: 1) to systematise knowledge about the familiness of business in the context of customer perception, 2) to identify directions for further scientific research in the area of the relationship between the family nature of the company and customer perception of the company and 3) to develop recommendations for practitioners in the area of family business management. In order to achieve these objectives, the literature scoping review method was used to analyse publications on family entrepreneurship selected from international databases. The research shows that familiness being an important factor positively influencing the perception of a company and its products by consumers is a significant source of competitive advantage. Therefore the factor of familiness should be more highlighted in the marketing communication of these companies. The results of the analysis also indicate that further research should focus on: 1) the relationship between the perception of family businesses and variables such as consumers' age, gender, lifestyle and their value system; 2) the relationship between the perception of family businesses and new trends in consumer behaviour, for example ethnocentrism and deconsumption, 3) the relationship between the perception of family businesses and attitudes towards these entities, 4) the cultural context of the perception of family businesses. (original abstract)

Słowa kluczowe

PL

Przedsiębiorstwo rodzinne; Percepcja; Recenzja

EN

Family-owned business; Perception; Review

• Czasopismo: Marketing i Rynek
• Rocznik: 2023
• Numer: nr 11
• Strony: 3--16

Twórcy

autor

Krystyna Leszczewska

• Akademia Łomżyńska

autor

Joanna Moczydłowska

• Politechnika Białostocka

autor

Joanna Sadkowska

• Uniwersytet Gdański

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Identyfikatory

DOI

10.33226/1231-7853.2023.11.1