家族企业顾问如何理解他们的客户:网络营销中社会资本信号的混合方法分析

IF 3.6 Q2 MANAGEMENT
R. Randolph, Eric R. Kushins, Prachi Gala
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引用次数: 1

摘要

尽管有相似之处,但在考虑家族企业咨询时,对家族企业和企业咨询的研究得出了相互矛盾的结论。作者试图整合这些文献,并在此过程中揭示家族企业顾问面临的障碍,试图将企业咨询中开发的工具适应家族企业背景,以及以有助于家族企业和咨询研究和实践的方式更大程度地整合这些流的潜力。设计/方法/方法主要数据以调查问卷和网站营销内容的形式收集。在调查中,47位家族企业顾问从结构、认知和关系社会资本三个维度对其家族企业客户的独特性进行了评估。在意想不到的发现的推动下,对顾问网站的内容分析揭示了特定的营销主题,说明了家族企业咨询与学术之间的差异。研究结果:家族企业顾问确实承认,结构和认知社会资本是其家族企业客户独特性的重要特征。在此基础上,作者的研究结果表明,顾问通过网站进行营销时所表现出的紧迫感,可能会激发与家族企业长期战略特征不一致的策略。独创性/价值现有的少数家族企业咨询研究主要考虑对家族企业客户的咨询进行事后评估。作者收集的主要数据在文献中是独一无二的,因为数据详细说明了家族企业顾问如何感知和参与潜在客户。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How family firm advisors understand their clients: a mixed-methods analysis of social capital signaling in web-based marketing
PurposeDespite similarities, research across family business and business advising forwards contradictory conclusions when considering family business advising. The authors seek to integrate these literature and in doing so uncover both the hurdles facing family business advisors attempting to adapt tools developed in corporate advising to the family business context as well as the potential for greater integration of these streams in ways that contribute to both family business and advising research and practice.Design/methodology/approachPrimary data were collected both in the form of a survey questionnaire and website marketing content. In the survey, 47 family business advisors evaluated the distinctiveness of their family business clients across structural, cognitive and relational social capital dimensions. Motivated by unexpected findings, a content analysis of advisor websites uncovered specific marketing themes that illustrate the divides between family business advising and scholarship.FindingsFamily business advisors reliably acknowledge structural and cognitive social capital as preeminently characterizing the distinctiveness of their family business clients. Expanding on this, the authors’ findings suggest that the urgency signaled in advisor marketing via their websites may inspire tactics misaligned with the long-term time horizon typically characterizing family businesses strategy.Originality/valueThe few family business advising studies that exist predominantly consider post-hoc evaluation of advising by family business clients. The primary data the authors collect are unique in the literature in that the data detail how family business advisors perceive and engage with potential clients.
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来源期刊
CiteScore
5.50
自引率
33.30%
发文量
51
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