Case One: The Packard Marketing Group – Letting Children into the Business

Part of the SpringerBriefs in Business book series (BRIEFSBUSINESS)


This case was developed by Randy Dorilag and Julie Khoe and written under the supervision of Alan Carsrud. The case is an example of how children often enter a parent’s business. This case does not provide a solution, but rather tells the story of how intentions of parents concerning children in the firm and how intentions of children about being in the firm can ultimately affect the family firm. The names in this case have been changed, but the content is totally factual.


Income Marketing Alan 

Copyright information

© Springer Science+Business Media, LLC 2012

Authors and Affiliations

  1. 1.Ted Rogers School of ManagementRyerson UniversityTorontoCanada
  2. 2.School of Business and EconomicsÅbo Akademi UniversityTurkuFinland

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