Strategic Orientations, Family Business Performance: A Bibliometric Review

Alhassan Fatawu

Tamale Technical University

Alhassan Yahaya

Tamale Technical University

Stanle Cowther

Tamale Technical University


Abstract

In today’s dynamic global business landscape, companies face the challenge of optimizing resources, adapting to new demands, and ensuring customer satisfaction while navigating diverse constraints. To secure a competitive edge, businesses must adopt marketing strategies that consistently deliver high-quality products and services. This study investigates the intricate relationship between strategic orientations and family business performance, shedding light on this critical interplay. Utilizing a comprehensive research approach encompassing bibliometric analysis and content analysis, the study delved into scholarly literature from 2010 to 2023, exploring the strategic orientations of family businesses. Drawing from 414 relevant articles identified in the SCOPUS database, keyword analysis using VOSviewer software revealed key themes and influential aspects. Prominent Asian nations like China, India, and Indonesia emerged as research leaders, with learning orientation, entrepreneurial traits, innovation, family dynamics, and market orientation being pivotal focus areas. The research landscape demonstrated a consistent and resilient interest, with a significant surge in publications from 2020 to 2023. The study’s findings led to the formulation of research agenda, outlining 20 distinctive and unexplored research questions. These questions provide a roadmap for future investigations, emphasizing innovative management approaches and addressing gaps in existing knowledge. This bibliometric review offers valuable insights into the complex dynamics shaping family business performance, showcasing the field’s continuous evolution and promising fresh perspectives for family businesses globally.