TY - CHAP
T1 - Knowledge creation and relationship marketing in family businesses
T2 - A case-study approach
AU - Ramadani, Veland
AU - Ademi, Lutfije
AU - Ratten, Vanessa
AU - Palalić, Ramo
AU - Krueger, Norris
N1 - Publisher Copyright:
© Springer International Publishing AG 2018.
PY - 2018
Y1 - 2018
N2 - In Bosnia and Herzegovina, family businesses operate successfully as the backbone of the countries’ economies. We also know that even successful firms differ widely in use of best management practice. Smaller, newer firms in less developed countries should benefit from exposure to best practice. To this end we offer provide and present the advantages of using one of the newest and most successful approaches in marketing, that of relationship marketing. This chapter presents the theoretical aspects of relationship marketing, the advantages of using it and its specifics. Furthermore, in this chapter we discuss how relationship marketing affects the business development on two family businesses from two disparate industries in Bosnia and Herzegovina. AS Group is a group, including food, trade and textile, whereas Pharmamed Ltd. operates in the pharmaceutical industry. Relationship marketing concepts and specifics explained in this chapter will not help only the owners of family businesses, but also, the non-family businesses, policy-makers and researchers who want to know more about advancing use of proven managerial practices in a transition economy.
AB - In Bosnia and Herzegovina, family businesses operate successfully as the backbone of the countries’ economies. We also know that even successful firms differ widely in use of best management practice. Smaller, newer firms in less developed countries should benefit from exposure to best practice. To this end we offer provide and present the advantages of using one of the newest and most successful approaches in marketing, that of relationship marketing. This chapter presents the theoretical aspects of relationship marketing, the advantages of using it and its specifics. Furthermore, in this chapter we discuss how relationship marketing affects the business development on two family businesses from two disparate industries in Bosnia and Herzegovina. AS Group is a group, including food, trade and textile, whereas Pharmamed Ltd. operates in the pharmaceutical industry. Relationship marketing concepts and specifics explained in this chapter will not help only the owners of family businesses, but also, the non-family businesses, policy-makers and researchers who want to know more about advancing use of proven managerial practices in a transition economy.
KW - Bosnia and Herzegovina
KW - Family business
KW - Relationship marketing
KW - Transition countries
UR - http://www.scopus.com/inward/record.url?scp=85065249557&partnerID=8YFLogxK
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U2 - 10.1007/978-3-319-59282-4_9
DO - 10.1007/978-3-319-59282-4_9
M3 - Chapter
AN - SCOPUS:85065249557
T3 - Contributions to Management Science
SP - 123
EP - 157
BT - Contributions to Management Science
PB - Springer
ER -