An analysis of strategic marketing practices of high-growth U.S. Family firms
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Redalyc
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| Natura: | Artículo científico |
| Lingua: | en |
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Universidad de Puerto Rico
2004
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| _version_ | 1876455641105563648 |
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| author | Nancy Upton |
| author_facet | Nancy Upton |
| contents | An analysis of strategic marketing practices of high-growth U.S. Family firms Nancy Upton Elizabeth Tend Samuel Seaman Administración y Contabilidad Family Firms Strategic Marketing International Market Contingency Analysis Financial Performance This paper presents an analysis of strategic marketing factors of FastGrowth family firms from the United States. Data reveal that Fast GrowthFamily Firms (FGFFs) prefer a differentiation strategy in general and are more likely to adopt an early follower strategy when marketing new products or services. We found that rely on existing products, those that are older than three years to a great extent. However, they commit almost a third of sales to new products and services revealing that the businesses are adept at finding subsequent products and services to maintain their momentum in the marketplace. Further, it seems that about a third of new products are sustaining the hyper-growth rate of these firms. In addition to finding new products and services, fast growth family businesses must pursue new customers. Although some researchers have pointed to globalization as the impetus for fast growth, others have noted that family firms avoid the global marketplace. Our sample reveals that U.S. FGFFs are most likely to gain the majority of sales within the U.S. We found international sales significantly correlated with several factors including having an outsideron the board of directors and the use of agents and brokers. 2004 artículo científico 1541-8561 https://www.redalyc.org/articulo.oa?id=63190102 en http://www.redalyc.org/revista.oa?id=631 Forum Empresarial application/pdf Universidad de Puerto Rico Forum Empresarial (Puerto Rico) Num.1 Vol.9 |
| format | Artículo científico |
| id | redalyc_63190102 |
| institution | Redalyc |
| language | en |
| publishDate | 2004 |
| publisher | Universidad de Puerto Rico |
| spellingShingle | An analysis of strategic marketing practices of high-growth U.S. Family firms Nancy Upton Administración y Contabilidad Family Firms Strategic Marketing International Market Contingency Analysis Financial Performance An analysis of strategic marketing practices of high-growth U.S. Family firms Nancy Upton Elizabeth Tend Samuel Seaman Administración y Contabilidad Family Firms Strategic Marketing International Market Contingency Analysis Financial Performance This paper presents an analysis of strategic marketing factors of FastGrowth family firms from the United States. Data reveal that Fast GrowthFamily Firms (FGFFs) prefer a differentiation strategy in general and are more likely to adopt an early follower strategy when marketing new products or services. We found that rely on existing products, those that are older than three years to a great extent. However, they commit almost a third of sales to new products and services revealing that the businesses are adept at finding subsequent products and services to maintain their momentum in the marketplace. Further, it seems that about a third of new products are sustaining the hyper-growth rate of these firms. In addition to finding new products and services, fast growth family businesses must pursue new customers. Although some researchers have pointed to globalization as the impetus for fast growth, others have noted that family firms avoid the global marketplace. Our sample reveals that U.S. FGFFs are most likely to gain the majority of sales within the U.S. We found international sales significantly correlated with several factors including having an outsideron the board of directors and the use of agents and brokers. 2004 artículo científico 1541-8561 https://www.redalyc.org/articulo.oa?id=63190102 en http://www.redalyc.org/revista.oa?id=631 Forum Empresarial application/pdf Universidad de Puerto Rico Forum Empresarial (Puerto Rico) Num.1 Vol.9 |
| title | An analysis of strategic marketing practices of high-growth U.S. Family firms |
| topic | Administración y Contabilidad Family Firms Strategic Marketing International Market Contingency Analysis Financial Performance |
| url | https://www.redalyc.org/articulo.oa?id=63190102 |