COMPARISON OF MARKETING VITALITY OF FAMILY AND NON-FAMILY COMPANIES DOING BUSINESS IN CZECH REPUBLIC

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F18%3A%230000356" target="_blank" >RIV/04274644:_____/18:#0000356 - isvavai.cz</a>

Výsledek na webu

<a href="http://www.economics-sociology.eu/files/14_10_587_Petru%20et%20al.pdf" target="_blank" >http://www.economics-sociology.eu/files/14_10_587_Petru%20et%20al.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.14254/2071-789X.2018/11-2/10" target="_blank" >10.14254/2071-789X.2018/11-2/10</a>

Jazyk výsledku

angličtina

Název v původním jazyce

COMPARISON OF MARKETING VITALITY OF FAMILY AND NON-FAMILY COMPANIES DOING BUSINESS IN CZECH REPUBLIC

Popis výsledku v původním jazyce

Family businesses were founded in the Czech Republic mostly after 1989, and they are now undergoing the first generational change. Throughout their existence, they have become major employers in the regions, bringing about innovation, progress and social responsibility. If they are to develop further, if they are to be competitive against non-family companies that are managed by professional management, the successors must also use modern marketing and management tools. The issue of family business becomes a big challenge for the Czech academic environment. This is a very topical issue, but not yet studied, bringing new scientific knowledge in the field of realities of marketing management of family businesses in the Czech Republic. The survey period of marketing vitality was between 2016, 2017. Literature review has been prepared by desk-research. Its elaboration was based mainly on foreign monographic sources, scientific articles in the Web of Science, Proquest, Scopus and others. The scientific method was primary quantitative research – a questionnaire survey – which aimed to compare the marketing vitality of family and non-family businesses, and to compare the use of defined marketing tools in family and non-family businesses. Survey data on 264 enterprises were analyzed using descriptive static, graphically processed, evaluated through correlation analysis. The results of this paper confirmed the hypothesis that family businesses as well as non-family small-sized businesses have their success based on so-called “value marketing” (and in the opinion of the authors intuitively) on building long-term customer loyalty by constantly increasing the value offered.

Název v anglickém jazyce

COMPARISON OF MARKETING VITALITY OF FAMILY AND NON-FAMILY COMPANIES DOING BUSINESS IN CZECH REPUBLIC

Popis výsledku anglicky

Family businesses were founded in the Czech Republic mostly after 1989, and they are now undergoing the first generational change. Throughout their existence, they have become major employers in the regions, bringing about innovation, progress and social responsibility. If they are to develop further, if they are to be competitive against non-family companies that are managed by professional management, the successors must also use modern marketing and management tools. The issue of family business becomes a big challenge for the Czech academic environment. This is a very topical issue, but not yet studied, bringing new scientific knowledge in the field of realities of marketing management of family businesses in the Czech Republic. The survey period of marketing vitality was between 2016, 2017. Literature review has been prepared by desk-research. Its elaboration was based mainly on foreign monographic sources, scientific articles in the Web of Science, Proquest, Scopus and others. The scientific method was primary quantitative research – a questionnaire survey – which aimed to compare the marketing vitality of family and non-family businesses, and to compare the use of defined marketing tools in family and non-family businesses. Survey data on 264 enterprises were analyzed using descriptive static, graphically processed, evaluated through correlation analysis. The results of this paper confirmed the hypothesis that family businesses as well as non-family small-sized businesses have their success based on so-called “value marketing” (and in the opinion of the authors intuitively) on building long-term customer loyalty by constantly increasing the value offered.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Economics and Sociology

ISSN

2071-789X

e-ISSN

2306-3459

Svazek periodika

11

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

PL - Polská republika

Počet stran výsledku

19

Strana od-do

138-156

Kód UT WoS článku

000436937200011

EID výsledku v databázi Scopus

2-s2.0-85049365006