Bangkok--14 Dec--PwC Thailand
Among the next generation of family business leaders, three in four have big plans to take their business forward. However, generational challenges persist, largely in digital and innovative areas.
PwC conducted in-depth conversations with 35 next gens from 21 countries and polled more than 100 additional next gens for its new report: Same passion, different paths: How the next generation of family business leaders are making their mark. The results showed an incoming generation of family business leaders facing generational gaps and culture change.
"Our research shows that digital is one area where the generation gap can be a real positive," said David Wills, PwC's Global Entrepreneurial & Private Business Leader. "While next gens are excited to tackle digital, the current generation is often more cautious about embracing the proposed pace of change."
In today's business landscape, all firms — family businesses or otherwise — need to address the digital challenge, and next gens seem to grasp this. Three quarters of those polled believe it's very important or essential to have a strategy that fits the digital age. Because they've grown up in that digital age, they feel much more comfortable with digital technology and see its potential for change. That said, only 7% of respondents believe their firm is currently doing this well.
Partly due to the greater degree of transformation and investment needed to bring about digital change, many current generation leaders may be cautious about committing to it. About a third of next gens polled (36%) expressed frustration that the current generation doesn't fully understand the digital potential and conversely, the risks it could pose.
Likewise, the vast majority of next gens see innovation as a core component, with 82% responding that innovation is very important or essential to business success. However a mere 15% of those polled see innovation being implemented well at their firms.
Going their own way: Four paths forward
In the study, PwC identified four main roles next gens are taking on to build their own paths to success: stewards, transformers, intrapreneurs, and entrepreneurs. Some next gens straddle more than one of these continually evolving roles, but they can provide a helpful way to separate the different challenges, risks and opportunities that the next generation faces, and how success can look and feel different depending on the route they choose to take.
• Stewards – Individuals focused on ensuring the long-term sustainability of the family firm and protecting its profitability by staying true to the established core business
• Transformers – Next gens who take on the task of developing significant changes in the family firm, with the scope and support to do so
• Intrapreneurs – Those whose families carve out a specific venture for next gens within the family firm — effectively the opportunity to be an entrepreneur within the firm itself
• Entrepreneurs – Next gens who pursue their own ventures outside the family firm, often in completely unrelated sectors
"These next gens are truly impressive individuals, already making a significant mark whether inside their family firm or on their own," said Wills. "Our research indicates that 'success' can take many forms, and there are many different routes to achieve it."
Achieving success through the 'five Cs'
While next gens will take their family firms down different paths, a set of common success factors emerged from the research. Regardless of the chosen path, these 'five Cs' comprise guiding principles for all family businesses.
• Culture – The family firm should foster a 'safe place' for the next gen to explore and grow.
• Communication – Genuine two-way engagement between the current and next generation, based on mutual respect and trust, ensures that experience is properly valued and yet new ideas are also appreciated.
• Clarity – It is vital to have a clear strategy and agreed demarcation of roles and responsibilities — particularly where colleagues are also relations and emotions are always in play.
• Credibility – As the 'boss's child' a next gen needs to earn the respect of co-workers, possibly gaining experience outside of the family firm first.
• Commitment – The business needs to make a long-term commitment to the development of the next generation, but the next gen should also reciprocate with a willingness to invest time in the business and give it a chance to work.
"Sustainable success in the world of family business depends on give and take, and the ability to balance the needs of firm and family — next gen and current gen," said Siew Quan Ng, PwC's Asia Pacific Entrepreneurial & Private Business Leader. "If any of these pieces are missing or misfiring, the succession process becomes a risk not an opportunity."
Niphan Srisukhumbowornchai, a tax partner at PwC Thailand, commented that the classic generation gap is still a big issue, especially when it comes to digitising the family business, not only for Thai family businesses but globally.
"While the next gens are trying to make use of digital technology to enhance the capacity of products and services, the current generation still questions and doesn't believe digital technology could add value to their businesses.
"This conflict is one of the factors that has led to next gens stepping out of the family's empire and becoming entrepreneurs. They tend to use technology to improve their new business and products that are totally different from their parents' ones. However, in the future, there are chances that the old family business and the new business can be merged and become one bigger company.
He also suggests that having the right business structure and strategy, and defining clearer responsibilities, will help Thai businesses successfully move from a traditional to a digital approach. Along with this, strong communication management between family members is still a key to family business succession planning.