Familiness and market orientation: A stakeholder approach

  title={Familiness and market orientation: A stakeholder approach},
  author={M. Katiuska Cabrera-Su{\'a}rez and Mª de la Cruz D{\'e}niz-D{\'e}niz and Josefa D. Mart{\'i}n-Santana},
  journal={Journal of Family Business Strategy},
The basic premise of this article is that the social capital elements of familiness give family firms greater potential for developing a market orientation through three basic elements: the adoption of a stewardship orientation, the development of specific capacities for knowledge management, and the development of a family based brand identity. The literature on market orientation, resource-based view, stakeholder theory and family firms is used to develop a model of market orientation in… Expand
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