Niewykorzystany potencjał „czynnika rodzinności” w budowaniu marki – główne wnioski z ogólnokrajowego badania statystycznego firm rodzinnych w Polsce
Lost Potential in Building the Family Brand – Main Conclusions from the Nationwide Statistical Survey of Family Firms in Poland

Summary/Abstract: The financial crisis affected the emerging of trust crisis towards anonymous international syndicates. Consumers are seeking and relying on businesses “with identity” where it is known who is standing behind the particular enterprise. Advantages of emphasizing family character of the company are getting more and more noticeable. Family businesses are starting to be seen as trustworthy because they are focused on long term actions and it obliges them to take responsibility for the products or services which they offer. Customers are looking for identity and values in the phenomena of the past and in old things. They are seeking true unique stories and experiences. Family businesses are leading in building a brand, so called “authentic brand”. Brand with original history, continuity and commitment of family owners. Family enterprises in Poland seem not to notice this potential which is one of the main conclusions presented in the nationwide statistical survey conducted by the Family Business Institute.

• Details
• Contents