Should You Brand Your Family Business? Evidence from Research and
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Touting its family ownership may help a firm impress some stakeholders, but may deter others. The family must be strategic in its branding efforts.
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Claudia BINZ ASTRACHAN, Lecturer, PhD, Lucerne University of Applied Sciences and Arts, Luzern, HSLU, Department of Business Administration
PDF) Should You Brand Your Family Business? Evidence from Research and Practice
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PDF) Should You Brand Your Family Business? Evidence from Research and Practice
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