Digital Marketing: Bridging Family Business to be A Global Player
Nyayu Lathifah Tirdasari, Fithriyyah Shalihati, Annisa Ramadanti

School of Business IPB University (Bogor Agricultural University), Jl. Raya Pajajaran, Bogor Indonesia 16151

Abstract

Despite the potency of digital marketing for a business, its potential to increase family business to be a global player is often neglected. Even though the number of the family business in Indonesia is very large. The purpose of this paper is to add existing literature of family business that aims in two ways: first, to provide an empirical study on digital marketing practice that is implemented by family business, and second, to understand digital marketing roles in family business strategy to be a global player and third, to identify its gap in practices. The papers reviewed and concluded past and extant literature using keywords family business and digital marketing. The results found most family businesses had been using websites only to display information about the business. Many features of digital marketing were not being capitalized. The results highlighted the importance of digital marketing for the family business as one of their business strategies in the global market. This study may provide family business to increase their role as a player in the global value chain. It also contributes to the limited source of literature concerning family business in Indonesia.

Keywords: family business, digital marketing, global trade, business strategies

Topic: Business Strategies on GVC Participation

Link: https://ifory.id/abstract-plain/cEH6hj28gmx4

Web Format | Corresponding Author (Nyayu Lathifah Tirdasari)