パード フィリップ ディーン   PARDO Phillip Dean    所属   立命館アジア太平洋大学  国際経営学部    職種   教授
研究期間	2013
研究課題	Innovative Marketing Strategies in Family Owned Businesses: A Framework to Integrate Social Media.
実施形態	共同研究
研究区分
キーワード	Family Owned Business,FOB, Social media, Innovativeness, Marketing Strategy, FOB performance
科研費分類	経営学 商学 会計学
概要	The aim of this research is to understand: 1) how FOBs use new innovation and technology, in particular social media, in their business; 2) how customers evaluate the adoption of social media by FOBs; 3) how social media enhance business performance and customer loyalty 4) how the gaps can be filled by an innovative marketing strategy. A quantitative approach is employed to answer the research questions. Several modern statistical techniques will be hired to analyses the data at hand. Finally, an innovative framework on integration of social media into marketing strategy of a typical FOB will be provided.