Branding

Should You Make 'Family Owned' Part of Your Brand?

Family ownership can build trust, credibility, and customer loyalty—but only when it reinforces something stakeholders value. Here are five questions to ask first. Family businesses often face an Read More...

Category: Research Insight

Authors: Kimberly Eddleston and Ananya Mehta

Abundant Marketing Resources Can Hinder Family Firm Innovation

Most people would agree that businesses benefit from three core marketing resources: strong market knowledge, great relationships with customers and suppliers, and a sterling public image, brand, and Read More...

Category: Research Insight

Authors: Qilin Hu , Mat Hughes and Paul Hughes