Assertive Communication and its role in family business management: A case study in Juarez, Mexico

Abstract

Assertive communication is fundamental in family businesses. The objective of this study was to evaluate the degree to which leaders and family members of a group of auto parts companies in Juarez, Mexico practice assertive communication. Based on a theoretical construct that encompasses eight indicators, a sample of 20 leaders was studied during 2022 through in-depth interviews to inquire about their own perception of assertiveness. In addition, 50 relatives were selected to study their perceptions on the same topic. The results suggest a high correspondence between leaders and family members, except in two indicators. The results are discussed in depth, highlighting important factors related to business performance, communication among members, and the degree of adherence to the evaluation model. Finally, conclusions derived from the results are offered, as well as recommendations for future research.