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Can a family business image be a source of competitive advantage?
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Resumo(s)
Given the positive reputation of family businesses amongst consumers, it is widely suggested
that their family firm identity could potentially be a source of competitive advantage for
family firms. Considering a sample of 321 Dutch family businesses, this study does not find
sufficient support for the relationship between having a family firm image and better firm
performance. Taking into account the market focus of a firm (i.e. B2B vs B2C) as a
moderator, the findings suggest that the family firm image-firm performance relationship
could be positive for B2C firms, and negative for B2B firms, although this is not fully
supported. The findings also indicate that second-or-later generation firms will benefit more
from a family firm image than first-generation firms.
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Palavras-chave
Family business Competitive advantage