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- W2895829355 abstract "Family businesses were founded in the Czech Republic mostlyafter 1989, and they are now undergoing the first generationalchange. Throughout their existence, they have become majoremployers in the regions, bringing about innovation, progressand social responsibility. If they are to develop further, ifthey are to be competitive against non-family companies thatare managed by professional management, the successors mustalso use modern marketing and management tools. The issue offamily business becomes a big challenge for the Czech academicenvironment. This is a very topical issue, but not yet studied,bringing new scientific knowledge in the field of realities ofmarketing management of family businesses in the CzechRepublic. The survey period of marketing vitality was between2016, 2017. Literature review has been prepared bydesk-research. Its elaboration was based mainly on foreignmonographic sources, scientific articles in the Web of Science,Proquest, Scopus and others. The scientific method was primaryquantitative research – a questionnaire survey – which aimed tocompare the marketing vitality of family and non-familybusinesses, and to compare the use of defined marketing toolsin family and non-family businesses. Survey data on 264enterprises were analyzed using descriptive static, graphicallyprocessed, evaluated through correlation analysis. The resultsof this paper confirmed the hypothesis that family businessesas well as non-family small-sized businesses have their successbased on so-called “value marketing” (and in the opinion of theauthors intuitively) on building long-term customer loyalty byconstantly increasing the value offered." @default.
- W2895829355 created "2018-10-26" @default.
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- W2895829355 date "2018-06-01" @default.
- W2895829355 modified "2023-09-26" @default.
- W2895829355 title "Comparison of Marketing Vitality of Family and Non Family Companies doing Business in the Czech Republic" @default.
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- W2895829355 doi "https://doi.org/10.14254/2071-789x.2018/11-2/10" @default.
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