Roland Schroll
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Member Since:
March 3, 2025
Assistant Professor University of Innsbruck
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Authored Resources
How CSR Shapes the Power of Family Business Branding
28846 viewsBeing family-owned or socially responsible endears a business to consumers. Having both attributes mutes the impact of family ownership, and requires a different branding strategy.
When Family Business Reputation Helps—and When It Hurts
37 viewsFamily firms often enjoy strong consumer goodwill, until they engage in deliberate misconduct -- when higher expectations can produce deeper disappointment and sharper backlash.