Article
"Family Brand Competitiveness in the Post-Meltdown World"
Massachusetts Family Business magazine
(2012)
Abstract
As the global economy shifts, family enterprises need to focus on their competitive durability and resiliency in response to the prolonged ‘new normal’ of a transforming landscape. In today’s business context, whether you are a B-to-B or B-to-C play, customers or clients draw less of a distinction between a business’ ownership orientation than they do for their credibility, reputation, and the perceived delivery on values indicators in their products and services.
Keywords
- family business,
- branding,
- strategy,
- shared value,
- CSR,
- ethics,
- leadership
Disciplines
- Advertising and Promotion Management,
- Business,
- Business and Corporate Communications,
- Business Law, Public Responsibility, and Ethics,
- Communication,
- Communication Technology and New Media,
- Critical and Cultural Studies,
- Entrepreneurial and Small Business Operations,
- Organizational Behavior and Theory,
- Organizational Communication,
- Social and Behavioral Sciences,
- Social Influence and Political Communication and
- Strategic Management Policy
Publication Date
Summer 2012
Citation Information
Art Stewart. ""Family Brand Competitiveness in the Post-Meltdown World"" Massachusetts Family Business magazine (2012) Available at: http://works.bepress.com/art_stewart/17/