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Keywords: Family business
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Journal Articles
Strategic marketing in family firms: taking stock of prior knowledge and looking forward
Available to Purchase
Journal:
International Marketing Review
International Marketing Review 1–27.
Published: 14 August 2025
... findings from the marketing and family business literature stream, providing a strategic perspective on the phenomenon. To examine research on strategic marketing in family firms, we adopted a systematic literature review methodology, guided by a rigorous research protocol (Tranfield et al...
