Magical Mirror of the Success of Czech Family Firms
Magical Mirror of the Success of Czech Family Firms

Summary/Abstract: The last year’s contribution titled the Evaluation of marketing activities of family business confirmed that from the individual marketing tools/methods in Czech family firms attention is paid primarily to the values presented to customers and the development of relationships with customers – which fully corresponds to the tradition of family business. The knowledge gained led the authors to an idea to set an additional scientific goal – to evaluate the relationship between the financial success of the family firm and its social responsibility activities. The contribution is based on general scientific methods, especially by the method of compilation of specialized texts, primary quantitative and qualitative research, time series method, deduction and generalization. The results of this study confirmed the assumption that the social responsibility of Czech family firms is related to their size and the amount of profit. The higher the profit, the greater the number of socially responsible activities the company performs and presents through the Internet media.

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