The Strategic Realignment of Paradoxical Family and Business Goals in Family Business: A Rhetorical History Perspective 

Internal Seminar for Researchers

Research Area: Management (SIMBE)

Abstract: Family firms are paradoxical by nature due to the interplay of two distinct goal systems: the family and the firm. These systems can be aligned or in conflict with each other creating paradoxes over time. Taking a rhetorical history lens, we explore how family firms can resolve paradoxical goals from the family and the firm systems through the strategic use of history. Empirically, we investigate two paradoxes unfolding through the history of the growth of Alpha, an Italian family firm in the packaging industry. Our findings suggest that rhetorical history acts as a sense-giving device for individuals of the family and the firm to resolve paradoxes. Further, we show that the rhetorical history in family firms is the interwoven history of the family and the firm. Importantly, rhetorical history acts as a glue for the two systems and is a resource for resolving paradoxical goal conflicts.