In the last 10 years research about family business brands has evolved greatly. What started as an exploration of what family businesses do as part of their marketing approaches has grown to be a growing area of interest for new researchers entering the field. In this short seminar we will discuss this evolution, and propose new avenues of interest in this exploration.
Isabel C. Botero, Ph.D. is the George E. and Mary Lee Fischer Chair in Family Entrepreneurship in the Department of Management and Entrepreneurship at the University of Louisville in Kentucky USA. She is an advisor at Generation 6 Family Enterprise Advisors, a Fulbright Scholar, and Affiliated Researcher at the Centre for Family Entrepreneurship and Ownership – Jönköping University. She holds an Advanced Certificate in Family Wealth Advising and is a Certified Exit Planning Advisor (CEPA). Her research focuses on the preparation of next-generation members in business families, strategic communication processes, governance, and entrepreneurial business families as they relate to their family enterprises. She is an associate editor for the Journal of Family Business Strategy, a past FOBI Scholar, and a Fellow at the Family Firm Institute. Her work has been published in multiple family business, management, and communication journals and books. She also holds a board position at IFERA – International Family Enterprise Research Academy.