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.
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Fotea, S.L., Fotea, I.Ş. (2020). Exploring the Family Identity as a Unique Competitive Advantage to Family Businesses in Developing a Relationship Marketing Orientation. In: Fotea, S., Fotea, I., Văduva, S. (eds) Challenges and Opportunities to Develop Organizations Through Creativity, Technology and Ethics. GSMAC 2019. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-43449-6_19
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