“…Of course, as we discuss in the next section, the family firm’s governance and resources are important contingencies that influence this relationship. First, family firm goals are both economic and noneconomic (Becerra et al, 2020; Chrisman et al, 2012; Chua et al, 2018; Kotlar & De Massis, 2013) and are informed by the heuristics and biases of the family firm decision-makers. Such goals are the starting point of the strategy formulation process (Hitt et al, 2019), which includes (1) establishing, launching, and communicating a healthy vision; (2) taking advantage of core capabilities and boosting them; (3) modeling and endowing human capital; (4) backing up the firm culture and ethical practices; and (5) exercising control of the firm (Hitt et al, 2010; Ireland & Hitt, 1999).…”