ПОРОДИЧНИ БИЗНИС КРОЗ АСПЕКТЕ ПРЕДУЗЕТНИШТВА И БРЕНДИРАЊА
FAMILY BUSINESS THROUGH ASPECTS OF ENTREPRENEURSHIP AND BRANDING

Summary/Abstract: Family business is one of the carriers of economic development and is considered a very important factor of economic growth in any economy. Since it is difficult to accurately estimate the representation of family businesses in the global framework, a wide range has been set, and these family companies make up between 65 and 90 percent of the total number of active companies in the world economy. Family business is the involvement of the family in the performance of certain joint activities with the aim of making a profit, regardless of the manner of institutionalization of work. Family businesses are the most popular and most common form of ownership organization. Family businesses are essentially a combination of family and business, a family is a group of people who have the task of creating favorable and healthy conditions for their members to grow up, while a company is a group of people whose goal is to perform a certain activity for profit. When family members come together and find a common interest in earning income, a family business is created. In this paper, the family business is presented from the point of view of entrepreneurship and branding of the family brand, as aspects for its market success.

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