||Family business is a typical organizational form around the world and dominates the economic landscape of many nations. Scholars propose that the reason why family businesses are different from non-family business because of resources that are distinctive to a firm as a result of the interactions between family, family members and business.|
The bundle of resources that have been theoretically developed within the resource-based view framework are identified as “Familiness” of the firm. Familiness is considered as a source of competitive advantage to family firms, but some scholars believe that the resources are necessary but not sufficient to achieve a competitive advantage. Resources must also be managed and deployed effectively through capabilities. Marketing capabilities is one of the most important capabilities of a firm, there are many studies have pointed out that the marketing capabilities and business performance are significantly related. The purpose of this paper is to exam the relationships among the familiness of individual family firm and their marketing capabilities through the resource-based view framework.
This paper conducted a convenience sampling questionnaire survey to collect data, using the members of "Taiwan Fastener Association", "Taiwan Watch & Clock Industrial Association”, “Taiwan Fluid Power Association", and the companies that National Sun Yat-sen University MBA’s students work for as sample, issued 571 questionnaires, 134 valid questionnaires were retuned, the effective response rate is 23.5%. Descriptive statistics, confirmatory factor analysis, correlation analysis, multivariate analysis and multiple regression analysis were used for data analysis and hypothesis testing.
The results of this paper show that all of family human resource, family social resource and patiant financial resource have significantly positive correlation with
marketing capabilities. The managers of family business can take advantage of such unique resources to strengthen marketing capabilities that create sustainable competitive advantage and achieve superior performance.