THE IDENTITY OF FAMILY FIRMS FROM THE PERSPECTIVE OF OWNERS ACCORDING TO THE GENDER CRITERION AND THEIR SOCIAL ROLE

Abstract

The aim of this paper is to investigate the determinants relevant to the identity of family enterprises from the perspective of their owners, in order to determine the differences in perspective according to gender, and to point out their social role. To this end, small and medium-sized family-owned enterprises operating in Serbia were observed. The focus was on determining their identity and the wider (social) role they play. It has been established that there are significant differences in certain attitudes of the owners of small and medium-sized enterprises stemming from a difference in their genders, which affects their identities and the positioning of the role they play in society.