PARDO Phillip Dean
   Department   Ritsumeikan Asia Pacific University  College of International Management
   Position   Professor
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 CategoryBusiness administration
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.