Marketing in family businesses.

In family businesses, marketing has been less successful than in other types of companies. In this opportunity we will make a brief analysis of why this important aspect has not been successful in family businesses, which are those whose partners belong to the same family nucleus and even most of their workers. This leads them to: a little professionalized personnel in an adequate marketing for the commercial objectives that they pursue, especially the business ones in general.

Family businesses are often characterized by the fact that they have been in business for a long time, and have been passed from generation to generation. In many opportunities, the marketing of the family brand has been worked and felt as essential and not the marketing of the business or its products, confusion that usually occurs due to the family roots and the real ignorance of the marketing strategies and how it can benefit them.

On the other hand, they are usually organizations with an enormous amount of resistance within their members to changes, especially those related to the business model, ways of marketing, interaction with customers, technology, since they are entrepreneurs who think that the experience they have endorses them, makes them very knowledgeable, aspects that are not always accurate. Many times having important achievements in the past incites those who have them to a certain inaction in the past. Due to these resistances to evolve, it is believed with all the soul and the brain that what their ancestors did was successful, always will be, without understanding that the times have changed so much that the absolute truths in business no longer exist, all are changeable. In most cases the most successful family members become the leaders of the company and those achievements overshadow the innovative ideas that may have another member with less successful aspects.

Today's marketing demands open minds, willing to accept changes no matter how radical they may be, in order to do the job well. In immobile companies, either because of the organization, values, customs or non-renewed business objectives, it is very difficult for the person who is going to do it to find a suitable space, achieve an understanding and be able to execute a good branding. Logically all this will be related to the structure of the shares that the company has, if the family has a lot of strength in the decision making and they do not have another shareholder partner that can make balance at the end it will be the family clan who will take the control and statistically it has worked very little or almost null an updated marketing in this type of companies.