Do family SME managers value marketing capabilities'contribution to firm performance?

摘要

Purpose - This paper seeks to extend knowledge on the impact of different marketing capabilities on various measures of organisational performance in the context of family-run small to medium-sized enterprises (SMEs). Design/methodology/approach - Aspects regarding marketing capabilities in family-owned SMEs and their impact on superior performance are identified and briefly discussed according to the existing literature. Then, quantitative research is presented followed by a discussion of the findings. The paper ends with the conclusion, managerial implications, limitations and lines for future research. Findings - The results of the study show the relevance of marketing capabilities for product differentiation to gain stakeholders' satisfaction. Other marketing capabilities related to marketing planning and pricing have a positive impact on financial performance. Originality/value - Different marketing capabilities have a different impact on various measures of performance. The nature of the marketing capabilities under consideration determines whether their main impact is on financial performance rather than on stakeholders' satisfaction.