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

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Challenges and Opportunities to Develop Organizations Through Creativity, Technology and Ethics (GSMAC 2019)

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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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  1. Faculty of Management, Emanuel University of Oradea, Oradea, Romania

    Silvia L. Fotea & Ioan Ş. Fotea

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  1. Silvia L. Fotea
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  2. Ioan Ş. Fotea
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Correspondence to Silvia L. Fotea .

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  1. Griffiths School of Management, Emanuel University of Oradea, Oradea, Romania

    Silvia L. Fotea

  2. Griffiths School of Management, Emanuel University of Oradea, Oradea, Romania

    Ioan Ş. Fotea

  3. Griffiths School of Management, Emanuel University of Oradea, Oradea, Romania

    Sebastian A. Văduva

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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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