Strategic marketing in family firms: taking stock of prior knowledge and looking forward

Purpose Given the substantial contribution of family firms to the global economy and the importance of marketing strategies for their continued success, research on strategic marketing in family firms has received significant attention. However, research has generated fragmented pieces of knowledge, both theoretically and empirically, that limit the current understanding of strategic marketing in family firms. We aim to address this gap by systematizing current knowledge and identifying directions for the development of the field. Design/methodology/approach We conduct a systematic literature review to assess prior knowledge and move the domain forward. We reviewed 70 journal articles focusing on strategic marketing in family firms. Following prior reviews, the articles were then analyzed following an antecedents – phenomenon – outcomes framework, in which the marketing strategies adopted by family firms are the phenomenon of interest. Findings Our findings show that research on strategic marketing in family firms has grown significantly over the years, underlining the relevance of the topic. Moreover, we systematize the findings in a comprehensive antecedents – phenomenon – outcomes framework, in which we identify and discuss the main marketing strategies adopted by family firms, their antecedents, both family-related and business-related and their outcomes. Finally, we highlight knowledge gaps and provide a future research agenda. Originality/value This article offers a systematic review of extant research on strategic marketing in family firms, systematizing current knowledge and identifying literature gaps, motivating future researchers to fill these breaches. In so doing, this systematic review reconciles findings from the marketing and family business literature stream, providing a strategic perspective on the phenomenon.