It actually doesn't take much to be considered a difficult woman. That's why there are so many of us." (Jane Goodall, English primatologist) With Women in Family Business: New Perspectives, Contexts and Roles we aim to create further impetus for this important stream of literature. There is still a long way to go before women's full potential in the workplace is achieved, but there is growing societal and academic interest in doing so. To quote Michelle Obama: "No country can ever truly flourish if it stifles the potential of its women and deprives itself of the contributions of half of its citizens." In 2022, only 15 percent of Fortune 500 firms were led by women (Buchholz, 2022). While this number has been increasing, the pace of change is slow. So, if we want to tap into half the world's talent, expertise, and passion, we need to understand women's changing roles in the workplace, barriers holding women back and how they might be overcome, and opportunities to be seized.Family businesses are a vital context in which to study these topics. Not only are family businesses the dominant form of business organization worldwide (Faccio & Lang, 2002; LaPorta et al., 1999), they also have proportionately more female leaders (both from within and from outside the family) than their nonfamily counterparts (Ernst & Young, 2015). As well as outlining the book's chapters, this introduction proposes how future researchers might: a) theorize the behaviour of family business women differently, b) use different measures to understand them as individuals, and c) choose new variables to try to understand their impact in family firms. Doing these things would also suggest ways to better understand women in business generally.
THEORIZING WOMEN IN FAMILY BUSINESS DIFFERENTLYResearch on women in family business has built on a range of theories, from agency theory to the resource-based view of the firm (RBV) to the