Bouncing forward or bouncing back? How family firms enact resilience in times of crisis

What is it about?

The paper “Bouncing forward or bouncing back? How Family Firms Enact Resilience in Times of Crisis” provides an insight how family-run businesses in Croatia faced unexpected challenges caused by Covid-19 pandemics, by enacting resilience through marketing flexibility. Authors used qualitative case study design, based on semi-structured interviews and organisational documents. The results showed that family-run businesses used social capital and family relationships in retrospective and prospective approach. Both approaches turned out to be successful, but in a different way. The contribution of the paper is in better understanding of using family resources in family businesses to face unpredicted market conditions by enacting resilience.

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