Dynastic marketing: The challenges and opportunities for family-owned businesses

This article describes the common features of family firms and offers advice to marketers working in them.

Dynastic marketing: The challenges and opportunities for family-owned businesses

Vincent RousseletVincent Rousselet Associates

Family businesses constitute a surprisingly large business sector. From heavy industry to luxury goods, they present different challenges to marketers compared with conventional corporations. Vincent Rousselet describes the common features of family firms and offers advice to marketers working in them.

Now the excitement of the Diamond Jubilee year is over, it is easier to reflect on how dynasties made headline news in 2012. In the UK, the royal family is riding an unprecedented wave of public appreciation, with approval ratings at their highest for decades....

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