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Exploring the Family Identity as a Unique Competitive Advantage to Family Businesses in Developing a Relationship Marketing Orientation

  • Silvia L. FoteaEmail author
  • Ioan Ş. Fotea
Conference paper
  • 12 Downloads
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

The literature suggests that family businesses hold a unique DNA that allows them to develop long-term, mutually beneficial relationships with their stakeholders which can be turned into a competitive advantage. Using the concept of organizational identity, this study explores the theoretical underpinnings of such a claim in order to assess whether family businesses naturally possess the characteristics and the context that helps them develop a relationship marketing orientation and whether such an orientation could positively impact the performance of the business. A conceptual framework is proposed as a map for further investigations into the relationship between organizational identity, relationship marketing orientation, and business performance.

Keywords

Family business Organizational identity Relationship marketing orientation Business performance Transgenerational perspective 

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Copyright information

© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Faculty of ManagementEmanuel University of OradeaOradeaRomania

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