Building a family business brand in the context of the concept of stakeholder-oriented value

• Published in: Forum Scienciae Oeconomia (Online) Vol. 7; no. 2; pp. 37 - 51
• Main Author: Dacko-Pikiewicz, Zdzisława
• Format: Journal Article
• Language: English
• Published: Wydawnictwo Naukowe Akademii WSB 2019; Publishing Department of the WSB University
• Subjects: Business Economy / Management; concept of value; stakeholders; brand; Family business
• ISSN: 2300-5947; 2353-4435
• DOI: 10.23762/FSO_VOL7_NO2_3

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.