Marketing to the Family Firm

摘要: There are increasing signs that business‐to‐business marketers targeting the 50 percent of all US companies which family firms. New theory from business studies field creates a reasonable expectation buyer behavior firms is distinctive, but there has been, to date, no empirical validation this hypothesis. This exploratory study 124 businesses contrasts and non‐family on four dimensions purchasing finds engage in more protracted pre‐purchase search processes, require interaction with their providers reward higher propensity positive word‐of‐mouth behaviors repurchase intentions. These findings both consistent emerging relevant businesses.