How May Small Family Businesses Compete Through Tacit Knowledge?
Dessi, C., Ng, W. & Floris, M., Cabras, S. ‘How Small Family Businesses May Compete Through Tacit Knowledge’, Journal of Small Business and Enterprise Development, Forthcoming
25 Pages Posted: 27 Oct 2011 Last revised: 24 Nov 2013
Date Written: October 25, 2011
Despite the reported decline of small retail businesses in Western Europe, these businesses still seem to compete and thrive in many urban areas. We explore this puzzle by assessing the closeness of perceptions between managers and customers of two small family-owned and managed businesses ("FBs") and two larger non-FBs in Sardinia, Italy. Located in the literature on customer relations management ("CRM"), the study extends CRM studies to small High Street FBs by explaining how these businesses have continued to compete and thrive by leveraging their well-developed tacit knowledge of a small number of repeat customers. Our findings have scholarly and managerial implications in the way that both FBs and non-FBs may gain and keep customers by anticipating and not merely responding to their requirements.
Keywords: Small Family Businesses, Consumer Retail Businesses, Intuitive Perception, Perceptive Concordance, Tacit Knowledge
JEL Classification: M13
Suggested Citation: Suggested Citation