Business resilience dimensions and revenue generation: option for family business sustainability

Abstract

The paper argues for revenue generation as the backbone of family business sustainability through sales and marketing among other means. However, the effect of business resilience measures on revenue generation of family business remains a growing area of research due to the high rate of close shops associated with family business. This paper examined the effect of business resilience measures on revenue generation of family business sustainability in South-West, Nigeria. The data collected through the primary sources (questionnaire) were analysed using inferential statistics employing multiple regression analysis. Findings revealed that business resilience measures have no significant effect on revenue generation of family business sustainability in South-West, Nigeria (Adj.R2 = 0.001; F (6,461) = 1.056, p > 0.05). The paper recommends for tested dynamic strategies to be applied in the type of business resilience measures implemented towards achieving sustainability based on the nature of family business