Family Enterprises in the Context of Consumer Ethnocentrism and Relationship-Building

• Authors: Anna Maria Nikodemska-Wołowik , Joanna Bednarz

Title variants

PL

Przedsiębiorstwa rodzinne w kontekście teorii etnocentryzmu konsumenckiego i budowania relacji

Abstracts

PL

W dotychczasowych badaniach nad przedsiębiorczością rodzinną niewiele uwagi poświęcono nastawieniu konsumentów do przedsiębiorstw rodzinnych (FE). Celem artykułu jest przyczynienie się do zrozumienia zachowań konsumentów wobec tych podmiotów. Zastosowano dwie koncepcje teoretyczne: etnocentryzmu konsumenckiego i zaufania opartego na zaangażowaniu w marketingu relacji. Badania oparto na teorii ugruntowanej, by stworzyć ramy konceptualne dla studiów nad FE i ich klientami. W 2017 roku przeprowadzono obserwację uczestniczącą i indywidualne wywiady pogłębione. Studia te wykazały, iż FE nie komunikują otwarcie swej rodzinnej tożsamości, a konsumenci przejawiają postawy etnocentryczne wobec tych FE, które są im znane. Ponadto, poważne wyzwanie dla FE stanowią zachowania młodych konsumentów. Proponowana procedura ma charakter uniwersalny i może być traktowana jako pewne podejście badawcze w wymiarze międzynarodowym.

EN

Previous research on family entrepreneurship has given relatively little consideration to the attitudes of consumers towards Family Enterprises (FEs). The aim of the article is to deepen our understanding of consumer behaviour towards FEs. The paper’s theoretical framework is based on two concepts: consumer ethnocentrism and commitment-trust theory in relationship marketing. The article employs a grounded-theory methodology, whose primary purpose is to develop theoretical underpinnings of consumer behaviour towards FEs. The paper is based on latent participant observation and individual in-depth interviews conducted in 2017. The findings indicate that FEs do not communicate their family identity explicitly and that consumers adopt ethnocentric attitudes towards FEs. Furthermore, young buyers should be treated as an important challenge for FEs. The article concludes by emphasizing implications for theory and business practice which are applicable beyond the Polish context.

Keywords

EN

family enterprises; consumers; consumer ethnocentrism relationship

PL

przedsiębiorstwa rodzinne konsumenci; etnocentryzm konsumencki; relacje

• Publisher: Uniwersytet Warszawski. Wydział Nauk Ekonomicznych
• Journal: Problemy Zarządzania
• Year: 2019
• Issue: 1/2019 (81)
• Pages: 77-92

Dates

published

2019

Contributors

author

Anna Maria Nikodemska-Wołowik

• University of Gdańsk, Faculty of Economics, Institute of International Business

author

Joanna Bednarz

• niversity of Gdańsk, Faculty of Economics, Institute of International Business

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Identifiers

DOI

10.7172/1644-9584.81.4

Biblioteka Nauki

525642