Barriers and Incentives Influencing the use of Family Imagery as a Marketing Tool in Family Small/Medium Enterprises in Northern Ireland
(2014) Barriers and Incentives Influencing the use of Family Imagery as a Marketing Tool in Family Small/Medium Enterprises in Northern Ireland, no. 87.
The main aim of this study is to consider if family SMEs use family imagery as part of their marketing strategy, paying particular focus to family businesses in Northern Ireland. This study involves eight semi- structured interviews with family SME owners and Managing Directors. The participants were all asked the same set of questions, with the opportunity to elaborate if they wished to do so. The questions were based on key themes evident from the accessible literature. Most of the academic literature and interview results matched up. From the data analysis, correlation occurred such as; Family business, Management within family business and family involvement. However, some findings were not outlined in the literature due to the sacristy in particular areas. These included the attachment of the family name to the business name and whether the attachment of the family name was a positive or negative. Interestingly, on the other hand, the literature available on Northern Ireland and in particular the 'Troubles', was not mentioned throughout the data collection. This study is concluded with a conclusions section, outlining a range of recommendations that state how this study could have been improved and that may grant assistance for a clearer analysis within this field in the future.