POLSKIE PRZEDSIĘBIORSTWA RODZINNE – PRZEŁAMANIE STEREOTYPÓW
POLISH FAMILY ENTERPRISES – BREAKING STEREOTYPES

Summary/Abstract: The authors attempted to present some chosen crucial results of their nationwide empirical study carried out in 2015. A knowledge gap − noticed in existing publications focused on family firms’ area – was supposed to be bridged. The article concentrates on analysing the individual buyers’ perception of Polish family enterprises and their offer. Dynamic attitudes of the external stakeholders towards the family firms were exposed − the firms which were increasingly higher judged and more appreciated. Marketing communication activities of family firms, which displayed their identity, were considered as incoherent and demanding improvement. Some tools were proposed to refine their recognition and to create competitive advantage

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