Building a family business brand in the context of the concept of stakeholder-oriented value
Building a family business brand in the context of the concept of stakeholder-oriented value

Summary/Abstract: The article addresses the issue of building a family business brand using the marketing concept of stakeholderoriented value. Based on empirical research conducted by means of the interview (CATI) method among 300 entities – family businesses operating in Poland – a set of factors was defined for four main groups of stakeholders, i.e. customers, employees, investors and business partners, which, in the opinion of family business representatives, may be a starting point in the process of building a family business brand. Differences in the perception of value for stakeholders by the separate groups of the family business representatives surveyed (family business owners, co-owners, successors and managers) were also indicated. The research shows that, depending on the type of stakeholders in the brand-building process, a different combination of factors is assumed to be the foundation of the concept of value in family businesses.

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