Success factors of Polish family businesses

Abstract

This article presents the results of a study carried out among family businesses operating in Poland. It is intended to supplement previously generated knowledge in the area of the operation of family businesses in the specific socio-economic and legal conditions in Poland. The objective was to collate the opinions of entrepreneurs regarding the need for visibility of the family and the family business status in business relations and the marketing activities of enterprises. The data were collected using in-depth interviews with the Polish family business owners. This paper outlines the conclusion of the study with respect to success factors such as: the trust among the family members, flexibility and adaptability to changing market conditions or the ability to act flexibly and quickly, adapt to changes in the environment and success-hindering factors for Polish family firms such as: the financial challenges borne by employers like taxes and social security costs or the instability of the law.

Young consumer perception towards family firms: Relationship building and gender

“…Conclusions from the literature indicated that FFs generally do not engage in formal customer relationship management initiatives (Cooper et al, 2005;Miller et al, 2001). This situation seems to be worse in Poland where FFs do not emphasize their family nature in marketing communication due to the lack of awareness or conviction (Leszczewska et al, 2017). This significant gap should be treated as a great opportunity for family-owned businesses to build powerful messages addressed to different segments of society.…”

“…In Poland, the family-based nature of companies is generally not highlighted in marketing communication activities. The reason for this behaviour is a lack of awareness and conviction (Leszczewska et al, 2017) that family ownership and management are powerful enough and can be perceived as a positive message in relation to stakeholders, especially with customers. As a result, there is a significant gap in communication of FFs in the marketplace.…”

“…The flexibility and adaptability to dynamic changes in accordance with market conditions make FFs more survival-oriented since they possess a sense of responsibility for the family, employees, and the local community in which they operate (Wach, 2020). This cause and effect often position FFs as more ethical than non-family companies (Leszczewska et al, 2017), which increases customer intention to engage in long-term relationships that can positively affect their loyalty, purchase frequency and word-of-mouth advertisement. The owners and leaders of FFs in Poland now face a serious problem related to generational change.…”