This paper presents theoretical and empirical research on the activities and attitudes of a family business owner regarding marketing as a business function. The development of successful business relationships of a family business is tightly connected with the activities of the business owner. The theoretical review examined numerous family and non-family business studies by analyzing the existing paradigms of marketing management as a whole. The empirical research, surveying 420 family businesses in Serbia, defined the overall role of the family business owner in customer relationship management regarding business-to-business (B2B) and business-to-consumer (B2C) relationships. Key findings suggest that the main difference in customer relationship management (CRM) between family and non-family companies is related to B2B relationships, which the family business owner is heavily involved in managing, in terms of invested time and responsibility. Future research should cover aspects of internationalization (to regional markets) because it is essential to cross-examine regional with local contacts of a family business owner, to provide full comprehension of the complexity of market relationships in a family business environment.

Enterprise Potential, Entrepreneurial Intentions and Envy

Improvement of the business environment, education and training are the basis for sustainable growth. Implementation of Six Sigma (6σ) concept and appropriate techniques and tools for quality management contribute to the efficiency and effectiveness of the business as a whole, in a manner that organization achieves and maintains competitive advantage by reducing process variability, costs of scraps, price and need for control, shortening production cycle and increasing product quality, customer satisfaction and profit. Successful implementation of Six Sigma (6σ) concept requires involvement of all employees and appropriate level of training.