Despite the economic importance of family businesses, across the global, such businesses still find marketing to be a challenge. Relationships are at the heart of family businesses. This is because the fundamental DNA of a family business is based on a symbiotic relationship between the family and the business. Families, by virtue of their DNA, cultivate deep relationships with people, which include customers, suppliers and even competitors. Hence, in a family business context, these values are transferred into the business by the associated family. This study investigates some of the...