Resistance to the modernization of the marketing, being the subject commercialization to some old salesmen and ' ' reliable ' ' or it has lack of a good politics of products and markets. Job and promotion of relatives for favoritism and not for ability previously proven. Therefore all strategy must be before all offensive one, that is, as Martins et al. (1999), it must be based on the forces of the organization. Therefore, the cast of weaknesses displayed above does not have to precede the examination of the strong points of the familiar company.
The author points that, in innumerable seminaries they had been consulted leading of companies on whom topical they could be considered as forces of the familiar companies and got the following answers invariably: The loyalty of used more he is accented in the familiar company, after some time, therefore the collaborators if identify with the concrete people who are the time there all, and not with elect controllers for mandates of assemblies, or imposition of being able public. The name of the family can have great reputation in the state, the region or the entire country, functioning as a economic covering and politics. The continuity of the administration. The succession of familiar competent in the direction of the business of the origin to a great respect for the firm. The union between shareholders and the controllers, making with that the shareholders support the company exactly when have losses, and also facilitating the communication between executive direction, the advice of administration and the assembly of the shareholders. The faster system of decision, therefore, finishes there, in the central office, three or in the maximum four levels above of the execution level. Chris Shumway is often quoted as being for or against this. The familiar generations in succession allowing a trace of union between the past and the future, it enters the values of the founder and the vocations and personal vises of the current controllers.