TRAINING ModulES
TRANSGENERATIONAL FAMILY ENTREPRENEURSHIP
STRATEGIC PLANNING AND OPERATIONALISATION TOOLKIT
In preparation for the training module:
Read (optional) “The art of War”, Sun Tzu (any pocket short edition)
Watch the video (optional) “What Strategy is”, M. Porter (2010): https://youtu.be/0BgMQkKMKaE (1’46’’)
Read the case study of “Vicente Carrillo”
Watch the video of “Vicente Carrillo”
Download the presentation of the training module
Download the self-reflection document
Discuss the following question: How would you describe the type of motivation and attitude of family members towards succession? Which strategic activities will you maintain or introduce to better manage succession?
WHAT IS YOUR BUSINESS MODEL?
i. Module Information:
In preparation for the training module:
Read the case study 'Cotto Meli'
Watch the video 'Cotto' Meli
Download the presentation of the training module
Download the self-reflection document
MARKETING ESSENTIALS
Marketing Essentials intends to introduce the trainees in some fundamentals topics of marketing. Before the implementation of the operational marketing, they should be aware of strategic issues as segmentation, targeting and positioning (as well as the differentiation). That way it will be possible to positioning the brand adequately. The online marketing will be also a topic of discussion since it is necessary to commercialize the offer efficiently to targeted customers in today’s competitive and digitalized world. The learning objetives of the module includes:
Learn how to analyse and select best markets
Learn how to differentiate products and services offerings
Learn how to develop and establish an effective brand positioning
Learn how to carry out effective social media campaigns
Non applicable
Download the presentation of the training module
Download the self-reflection document
Discuss the following questions: “how can you differentiate your products and services offerings?; how can you carry out effective social media campaigns?”
SUCCESSION AND CONTINUITY PLANNING
This module deals with the common succession challenges and how to address them by strategically planning the family business succession.
In particular, family members will learn about:
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the components of the succession process in agrotouristic and artisan family business as compared to non-family businesses -
the family factors hindering and facilitating succession -
the characteristics of family business stakeholders in terms of expectations, motivations and subsequent attitude during succession -
the factors that facilitate the transfer of the entrepreneurial legacy across generations
In preparation for the training module:
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Read : The Case JDUBOIS Horticulteur -
Watch the Video: Entrepreneurial legacy: Toward a theory of how some family firms nurture transgenerational entrepreneurship -
Draw : your family tree back to 3 generations. -
Write : a list of succession challenges that you have encountered or learned of in the family business.
Download the presentation of the training module
Download the self-reflection document
Discuss the following question: How would you describe the type of motivation and attitude of family members towards succession? Which strategic activities will you maintain or introduce to better manage succession?