Strategic marketing management in the small family firm

Abstract

This work has as its main goal to analyze the importance that the small family firm give to the different dimensions of the strategic management of marketing in terms of several demographic features and the generational evolution. With this aim, a quantitative study has been developed where the predecessors and the successors of a sample of family firms have been personally interviewed. The results show that there are two groups of firms with different approaches to marketing in its strategic dimension. Also, there are certain differences in the role of the strategic marketing in terms of the legal form, age, size generational evolution of the firms, and it's effects on business results.