“…However, recent developments in entrepreneurship and family firms (e.g. Vandekerkhof et al 2018 ) point to entrepreneurs whose decisions favour, if not require, optimizing across a multitude of varied objectives, using different allied field that are akin, if not closer, to typical decisions involving many influential dimensions, including socio-cultural , welfare and normative aspects , that extend much beyond the economics of the firm or microeconomic, concerned mainly with minimizing cost and maximizing growth, profits and revenues. Furthermore, the increasing complexity of the environment and the appearance of focused institutions, such as family firms, passion-driven enterprises (Cardon et al 2009 ) and ethnic or socially-oriented entrepreneurial firms, including the not-for-profit institutions, social cause–driven firms or “B Corporations”, 1 amongst many others, that are using alternative decision frameworks, in turn impose intrinsic constraints on traditional approaches.…”