LAUSR

Globalization, hyper competition and massive development of information technologies significantly impact behaviour of customers and firms alike. The ability to immediately capitalize on relevant information and prediction of future development thus often becomes a key to success. Large multinational corporations invest into complex marketing controlling while ensuring a stable position on the market. However, the situation is different with small and medium-sized family enterprises where the issue of marketing controlling is often neglected. It follows from long-term researches in which both authors are involved that family enterprise participate in of the gross domestic product in the Czech Republic by 20 to 30%, while in traditional market economies their share is up to 80%. Therefore, they have a role in the social area. The aim of this paper is to analyse the problem of application of controlling in small and medium-sized enterprises with an emphasis on the price controlling and to show the importance of process controlling in a small and medium-sized family enterprise. The authors give a special attention to given barriers and influences that significantly impact the optimum product pricing. Due to the complexity of the given problem, specifics of controlling with family enterprises with an emphasis on social barriers that are a result of a unique culture of family enterprises are also examined. The originality and benefits of this paper can particularly be seen in supplementing and complex grasping of the price marketing controlling at the level of small and medium-sized family enterprises. A scientific elaboration of the problem of the price controlling is a precondition to the development of competitiveness of family enterprises in the current market place, as a fundamental pillar of healthy economy.