Naděžda Petrů,

University of Finance and Administration,

Praha, Czech Republic,

E-mail: 9895@mail.vsfs.cz

Comparison of Marketing Vitality of Family and Non Family Companies doing Business in the Czech Republic

Karel Havlíček,

University of Finance and Administration,

Praha, Czech Republic,

E-mail: 8047@mail.vsfs.cz

Andrea Tomášková,

University of Finance and Administration,

Praha, Czech Republic,

E-mail: 24934@mail.vsfs.cz

Abstract. Family businesses were founded in Czech Republic mostly after 1989, and they are now undergoing the first generational change. Throughout their existence, they have become major employers in the regions, bringing about innovations, progress and social responsibility. If they are to develop further, if they are to be competitive against non-family companies that are managed by professional management, the successors must also use newer, more advanced marketing and management tools. The issue of family business becomes a big challenge for Czech academic environment too. This is a very topical issue, but not yet studied, it may potentially bring new scientific knowledge in the field of marketing management for family businesses in Czech Republic.

The survey period of marketing vitality was between 2016 and 2017. Literature review has been prepared by means of desk research. Its elaboration was based mainly on foreign monographic sources, scientific articles available in the Web of Science, Proquest, Scopus and other databases. The scientific method was primary quantitative research – a questionnaire survey – which aimed to compare the marketing vitality of family and non-family businesses, and also to compare the use of defined marketing tools by family and non-family businesses. The survey data on 264 enterprises were analyzed using descriptive statistics, graphically processed and evaluated through correlation analysis. The results of this paper confirm the hypothesis that family businesses as well as non-family small-sized businesses have their success based on the so-called “value marketing” (and in the opinion of the authors intuitively) on building long-term customer loyalty by constantly increasing the value offered.

Received: February, 2018

1st Revision: March, 2018

Accepted: May, 2018

DOI: 10.14254/2071-789X.2018/11-2/10

JEL Classification: M10, M13, M19

Keywords: family business, non-family business, customer segmentation, marketing communication, value, Czech Republic, quantitative research, questionnaire survey