Family businesses are a dominant organisational form worldwide and play a critical role in shaping employment, investment and long-term regional development. They are also key participants in cross-border activity. Recent studies show that internationalisation by family-controlled businesses is pervasive enough to affect aggregate patterns of global competition, rather than being a marginal exception. Existing research has paid great attention to examining whether and to what extent family involvement alters the degree, speed, and performance of internationalisation. In contrast, the marketing dimension of family businesses' international activity, in terms of how the family imprint travels to foreign customers and channels, remains comparatively underdeveloped in the literature.
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