Innovation and marketing: keys for competitiveness in family firms

  • Patricia P. Iglesias Sánchez Departamento de Economía y Organización de Empresas. Universidad de Málaga
  • Carmen Jambrino Maldonado Departamento de Economía y Organización de Empresas. Universidad de Málaga
  • Carlos de las Heras Pedrosa epartamento de Comunicación Audiovisual. Universidad de Málaga
Keywords: Innovation Marketing Family firms Competitiveness Facilitators Barriers

Abstract

Innovation is a strategic element of competitiveness; however, levels of innovation in Spain do not show the internalization of this premise in business practice. This paper discusses innovation in family firms with the intention to identify both barriers and facilitators, and factor analysis is applied to measure the weight of each component. The main finding is that the most common innovation in this type of business structure is related to marketing, which reflects the need to seek synergy and collaboration between the two as a means of organizational development. Finally, the article lists the components that determine the levels of innovation to further develop a proposal with practical implications for strategic decisions within family firms. 

Published
2015-06-30
How to Cite
Iglesias Sánchez, P. P., Jambrino Maldonado, C., & de las Heras Pedrosa, C. (2015). Innovation and marketing: keys for competitiveness in family firms. European Journal of Family Business, 5(1). https://doi.org/10.24310/ejfbejfb.v5i1.5066
Section
Research Paper