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

In: Challenges and Opportunities to Develop Organizations Through Creativity, Technology and Ethics

Author

Listed:
  • Silvia L. Fotea

    (Emanuel University of Oradea)

  • Ioan Ş. Fotea

    (Emanuel University of Oradea)

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.

Suggested Citation

  • Silvia L. Fotea & Ioan Ş. Fotea, 2020. "Exploring the Family Identity as a Unique Competitive Advantage to Family Businesses in Developing a Relationship Marketing Orientation," Springer Proceedings in Business and Economics, in: Silvia L. Fotea & Ioan Ş. Fotea & Sebastian A. Văduva (ed.), Challenges and Opportunities to Develop Organizations Through Creativity, Technology and Ethics, chapter 0, pages 331-347, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-43449-6_19
    DOI: 10.1007/978-3-030-43449-6_19
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