Do family SME managers value marketing capabilities' contribution to firm performance?

Purpose - This paper seeks to extend knowledge on the impact of different marketing capabilities on various measures of organisational performance in the context of family-run small to medium-sized enterprises (SMEs).Design methodology approach - Aspects regarding marketing capabilities in family-ow...

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Bibliographic Details
Published in:Marketing intelligence & planning 2012-03, Vol.30 (2), p.116-142
Main Authors: Pérez-Cabañero, Carmen, González-Cruz, Tomás, Cruz-Ros, Sonia
Format: Article
Language:English
Subjects:
Capital stock
Decision making
Families & family life
Family owned businesses
Marketing
Product differentiation
Small & medium sized enterprises-SME
Studies
Voting rights
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Summary:Purpose - This paper seeks to extend knowledge on the impact of different marketing capabilities on various measures of organisational performance in the context of family-run small to medium-sized enterprises (SMEs).Design methodology approach - Aspects regarding marketing capabilities in family-owned SMEs and their impact on superior performance are identified and briefly discussed according to the existing literature. Then, quantitative research is presented followed by a discussion of the findings. The paper ends with the conclusion, managerial implications, limitations and lines for future research.Findings - The results of the study show the relevance of marketing capabilities for product differentiation to gain stakeholders' satisfaction. Other marketing capabilities related to marketing planning and pricing have a positive impact on financial performance.Originality value - Different marketing capabilities have a different impact on various measures of performance. The nature of the marketing capabilities under consideration determines whether their main impact is on financial performance rather than on stakeholders' satisfaction.
ISSN:0263-4503
1758-8049
DOI:10.1108/02634501211211948