only price as it also incorporates unique emotional and other less-tangible benefits
to the customer such as service or trust (Lodish et al., 2001). It is in this area that the
family-owned business has an opportunity to successfully differentiate itself from the
big box retailers. Other research appears to support this theory that successful family
firms with higher prices also have a greater overall value (from a total product or
service perspective) than the lower priced big box retailers.