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PARDO Phillip Dean
Department Ritsumeikan Asia Pacific University College of International Management Position Professor |
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| Research Period | 2013 |
| Research Topic | Innovative Marketing Strategies in Family Owned Businesses: A Framework to Integrate Social Media. |
| Research Type | Joint Research |
| Research Division | |
| Keyword | Family Owned Business,FOB, Social media, Innovativeness, Marketing Strategy, FOB performance |
| KAKENHI Category | Business administration
Commerce Accounting |
| Details | 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. |