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  • Diffusion of novelties in family businesses, and the role of advertising in IT
    Mulej, Nastja ; Mulej, Matjaž
    Family businesses, like all business organisations, can normaly survive by permantly lounching innovations, not merely any novelties to the market. Thus a family business has to do with three phases ... of its invention-innovation process(IIP). The third phase requires a lot of communication, information and persuasion skills and time, not merely expertise concerning the novelty to be lounched and diffused. Once the businesses find this out, they tend to accept the need for advertisting. There are many phases and many aspects making the IIP incl. its diffusion process a requisitely holistic dialectical system.
    Source: EU-Integration und die Entwicklungsbesonderheiten der Familienunternehmen : [Sammelband des Internationalen wissenschaftlichen Symposiums (Str. 202-208)
    Type of material - conference contribution
    Publish date - 2002
    Language - english
    COBISS.SI-ID - 6279708

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