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Family Conglomerates

Part 6. International Marketing

  1. Daekwan Kim1,
  2. S. Tamer Cavusgil2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06025

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Kim, D. and Cavusgil, S. T. 2010. Family Conglomerates. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. 1

    Florida State University, Tallahassee, FL, USA

  2. 2

    Georgia State University, Atlanta, GA, US

Publication History

  1. Published Online: 15 DEC 2010


Family conglomerates are a common business phenomenon across emerging markets, offering some partnership opportunities as well as potential threats to multinational firms interested in doing business in those emerging markets. They often grow with their economy while enjoying the strong brand recognition and government protection among other advantages. Some eventually become formidable multinational firms. Their future most likely depends on to what extent they are able to exercise their unified control as a family of owners and to transform themselves to become more efficient, justifying their presence against some concerns raised by domestic and international communities.


  • family conglomerates;
  • family businesses;
  • emerging markets;
  • government protection;
  • firm internationalization