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

Zdzisława  Dacko-Pikiewicz

doi:10.23762/FSO_VOL7_NO2_3

Published : 2019-06-30

Vol. 7 No. 2 (2019)

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

Zdzisława Dacko-Pikiewicz

DOI: https://doi.org/10.23762/FSO_VOL7_NO2_3

Abstract

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

Keywords:

Family business, brand, concept of value, stakeholders

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Dacko-Pikiewicz, Z. . (2019). Building a family business brand in the context of the concept of stakeholder-oriented value. Forum Scientiae Oeconomia, 7(2), 37–51. https://doi.org/10.23762/FSO_VOL7_NO2_3

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Zdzisława Dacko-Pikiewicz

zdacko@wsb.edu.pl

Affiliation:

Akademia WSB

Bio Statement (e.g., department and rank)

Zdzisława Dacko-Pikiewicz, Ph D . The sci - entific achievements of Zdzisława Dacko– Pikiewicz concern the subdisciplines of so - cial sciences such as sociology of education, sociology of youth, social pedagogy, and culture of education. She is the co-editor of ten monographs, and has published dozens of articles. For many years now, she has been active in promoting the social, cultural and economic development of the region through the promotion of science, knowl - edge, skills and competences, increasing educational opportunities through both higher, formal education and non-formal, continuous education. Since 2008 she has been the Rector of WSB University