Cunha, Alexandre Dias daPeruzzi, Francesca2018-06-182021-01-202018-01-20http://hdl.handle.net/10362/39615The main goal of this study is to analyse the family business organizational structure and how wineries family firms operate in the market. The socioemotional wealth model (SEW) has been used to represent the non-financial goals and utilities of family owned firms. In this regard, a survey was proposed. Finally, to investigate the development and current state of research on image and reputation in family firms, a systematic literature review has been conducted.engFamily firmsWineriesBusinessThree cricles modelSEW modelMarketingCommunicationmaster thesis201864045