Part 6. International Marketing
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Kim, D. and Cavusgil, S. T. 2010. Family Conglomerates. Wiley International Encyclopedia of Marketing. 6.
- 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