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MATERIALS 53
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To translate empirical findings into a practical strategic tool, perceived importance of these three factors.
the Ishikawa diagram (fishbone diagram) was used. Determinants These findings support Hypothesis 1. The dominance of
that showed statistically significant differences and high mean customer-related determinants can be explained by the demand-
rank values were grouped into thematic categories, forming driven nature of the wood-processing and furniture industry,
the main branches of the diagram. where production is closely linked to final consumption and
This structured approach helped visualise causal relationships customer-specific requirements.

between external environmental conditions, internal organisational The lower importance of intermediaries may reflect the
factors, and strategic objectives of family businesses, and served prevalence of direct business relationships and shorter
as a foundation for formulating a sustainable development supply chains in family firms, which often establish long-term
strategy. partnerships directly with customers or suppliers.

External Determinants & Non-Economic Goals Non-Economic Goals & Relational Characteristics
The survey asked respondents to evaluate the importance of The survey also evaluated 17 entrepreneurial characteristics
five external determinants: customers, suppliers, intermediaries, of family businesses, including non-economic goals (e.g.,
competitors, and the public (including local communities and long-term growth and sustainability goals, intergenerational

regulatory bodies). continuity, family brand, emphasis on non-economic goals)
Using a five-point scale from “very low importance” to as well as relational factors (e.g., long-term relationships and
“very high importance,” the results showed that customers reputation, trust, participation and engagement, customer
were perceived as the most important determinant: 63 percent satisfaction orientation).
of respondents assigned the highest importance level to The Kruskal-Wallis test showed statistically significant
customers. Suppliers and the public were also rated highly, differences among all 17 characteristics (H = 543.44, p <
with 40 percent giving them the highest rating. 0.001). The highest mean ranks were recorded for long-term

Competitors showed a balanced distribution, with most relationships and reputation, followed by trust, participation and
responses in the positive range. In contrast, intermediaries engagement, and customer satisfaction orientation.
were perceived as the least important determinant, with 40 Long-term growth and sustainability goals ranked fifth,
percent of responses at the neutral level and relatively higher while the “emphasis on non-economic goals” ranked 15th out
proportions of negative evaluations. of 17. The lowest values were observed for family council/
The Kruskal-Wallis test confirmed statistically significant family protocol and high innovation potential.
differences among the five determinants (H = 302.09, p < This indicates that although non-economic goals such
0.001). From the perspective of mean ranks, the highest value
was recorded for customers, followed by the public, suppliers,

and competitors, while the lowest mean rank was observed comp-u-floor.com
for intermediaries.
Post-hoc multiple comparisons showed that customers
differed significantly from all other determinants. Intermediaries
also differed significantly from the other groups.
No significant differences were found between suppliers,
competitors, and the public, indicating a relatively similar