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Family businesses are essential for economic growth and development through new business start-ups (entrepreneurship) and growth of existing ones. As competition is fierce, the ability of a company to buoy up its business practices and exceed its own – and its competition’s – expectations through innovation – is critical to survival. In managing family businesses (mostly small and medium-sized enterprises [SMEs]) in the current globally competitive landscape, entrepreneurs must be creative and behave in ways that galvanize workers to be innovative. This study attempts to ascertain the strategies management adopt to heighten innovation in family businesses.

Both qualitative and quantitative techniques were used for gathering and analysing data based upon which conclusions were drawn.

The study revealed that seven factors should be assessed by SMEs that are family firms to determine the innovative ideas that are promising to be pursued, which are the uniqueness of the idea, its market potential, cost, expert advice, the impact of both current and future environmental forces, availability of raw materials and supplies and the idea’s future appeal.

This is perhaps the first detailed study of strategies that could be adopted by entrepreneurs and/or managers to heighten innovation in small and medium family firms, which also points out the factors/criteria used to determine which initiatives have higher chances of success – hence deserving to be pursued.

Family businesses are on the rise and facing severe sustainability challenges. The overall purpose of this thesis is to examine the moderating role of technological resources in the relationship between marketing innovation and family business sustainability.

From a post-positivist perspective, this study utilized a quantitative approach and causal research design. 204 family businesses within the Accra Metropolitan Assembly were sampled for this study. Structural Equation Modeling (SMART PLS 4) was utilized for data analysis after a closed-ended questionnaire was used to gather data.

It was evidenced that marketing innovation has a positive significant effect on family business sustainability. Technological resources have a negative significant moderating effect on the relationship between marketing innovation and family business sustainability.

The originality of this study lies in examining the moderating effect of technological resources on the relationship between marketing innovation and family business sustainability in Ghana, where this phenomenon is less explored.