Family business research: A systematic review and an uncelebrated role of marketing

Family business (FB hereafter) research witnessed remarkable development over the past three decades paral-leled to that of marketing (MKT hereafter) which has been too a fast-growing research field. Yet, there is a gap in the literature intersecting the FB and the MKT fields. As a result, extant research on their intersection is frag-mented and is failing thereby to surface any systematic connections between them. This study fills this gap by pursuing a common theoretical framework through the study of MKT in the FB field via implementing a sys-tematic literature review (SLR hereafter). The paper contributes a conceptual framework integrating all MKT dimensions explored in this literature. Our SLR reviewed 32 studies, focusing not only on their methodologies and findings, but also on their levels of analysis and the MKT perspectives that were deployed thereto. We highlight research gaps and limitations in extant literature offering hence promising avenues for future research.