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The Impact of Marketing Strategy in Small Family Businesses
Abstract
This chapter refers to small family businesses in Greece and examines the impact of their marketing strategy during an economic crisis period. The research took place in the broad area of Athens between December 2011 and March 2012. Data were collected to form a database of Greek independent private family companies (n=380) using personal interviews (structured questionnaire) with owners/managers of first- and second-generation family businesses. The chapter shows how small family businesses indicate marketing strategy using Carson's model. Limitations of expertise outline the marketing background, which can be described as “self-assisted.” The research offers a verification of a previous model so that problems that arise from companies not putting into practice any marketing concepts can be examined. The significance of the chapter is that there have not formerly been any reviews made about Carson's model in Greece during the economic crisis period emphasizing family businesses.
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