Assessment of brand competences in a family business: A methodological proposal

Abstract

Competences represent an important part of business administration and enterprise engineering researches as they constitute a solid source of long-term competitive advantage. Still, little practical applications are known in this area, especially in the field of family business, the object of the present work. This paper proposes to use DEMO notation means (in particular, Competence Ontological Map) for the individuation of both transactions which mainly contribute to the formation of the family brand and those which may easily be outsourced with no negative effects on the enterprise performance.