Article
When Family is as Valuable as Enterprise
Published: Feb 8, 2021
More and more family businesses are vigorously promoting their ‘family’ status as a strategic advantage. How has this impacted the family dynamics? There is research that suggests “family” brands are seen as more authentic and thus engender greater trust with consumers. Does promoting this “familyness” resonate with their audiences? How authentic can family businesses be […]
This is Member-Only Content
Please log in to access Member content.
Not a Member?
Learn about Business Family Membership or becoming a Family Enterprise Advisor.