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Branding the Family Enterprise


Wednesday, March 28
1 - 4 p.m.

Rinker Auditorium
DeLand, Fla.

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Program Content

Join us at Stetson University for a half-day seminar exploring brand management for the family enterprise. This conference will be led by our own Isabel Botero, Ph.D.

Topics to be discussed at this seminar include:

  • How does the family business brand affect performance?
  • Does branding the family firm affect the attractiveness of potential employees?
  • What are the keys to successful family branding?


1 p.m. Check-in and Refreshments 
1:30 p.m. Welcome
Neal P. Mero, Ph.D., dean, School of Business Administration
1:40 p.m. Introduction
Sylvain Daudel, director, Family Enterprise Center
2 p.m. Business Owner Peer Group Overview
Cheryl McDuffie James
2:20 p.m.

Branding the Family Business Talk and Q&A
Isabel Botero, Ph.D., assistant professor of family enterprise and entrepreneurship

3:30 p.m.

Andy Clark, All Aboard Properties, CEO & Vistage CE Group Member

4 p.m.

Closing Remarks
Sylvain Daudel

Seminar Speaker

Isabel BoteroIsabel C. Botero is an educator, researcher and consultant in the areas of management and family enterprise. She is an assistant professor in the Department of Management and a researcher at the Family Enterprise Center at Stetson University. Isabel obtained her Ph.D. from Michigan State University. Her areas of specialty include strategic communication processes and next generation issues in family enterprises.

Botero has presented numerous papers at National and International Conferences (ex. Academy of Management, Family Enterprise Research Academy, International Family Enterprise Research Academy). She has over 30 publications in international journals and books. Some of her publications have appeared in Family Business Review, Journal of Family Business Strategy, Journal of Family Business Management, Journal of Management Studies and Management Communication Quarterly

Event Sponsor

Vistage Florida