This study aims to discuss the concept of family orientation by addressing the question of how individual family members relate to the family business. This study extends the previous works on entrepreneurial family orientation. Family orientation has five dimensions, such as tradition, trust, loyalty, stability, and interdependency.

This study attempts to examine the concept of family orientation by addressing the question of how individual family members relate to the family business in international business context. This study adopts inductive research approach to understand the phenomenon of family business by asking the research participant to articulate their internal feelings. The results extend the works on entrepreneurial family orientation in international process, which consists five dimensions, such as tradition, trust, loyalty, stability, and interdependency.