“…For example, new dimensions could be added to the results derived from market orientation that include other stakeholders such as the family itself and society in general. In turn, this could lead to the consideration of different dimensions of organizational performance as suggested by the literature on goals of family firms (Astrachan, 2010;Astrachan & Jaskiewicz, 2008;Berrone, Cruz, Gomez-Mejia, & Larraza-Kintana, 2010;Villanueva & Sapienza, 2009). In this sense, it has been argued that family firms' owners may pursue both financial and nonfinancial goals (e.g., creating opportunities for future family generations, maintaining the reputation of the family, maintaining a business legacy with an emotional value, and societal benefit).…”