Harmony Unleashed: Crafting a Sustainable Future through Entrepreneurial Mastery in Moroccan Family Firms

Abstract

This study examines the ways in which certain attributes of family-owned enterprises facilitate their concurrent pursuit of sustainability and entrepreneurial orientations, hence giving rise to a distinct approach to innovation. The research concludes, using semi-structured interviews and an examination of nine creative and sustainable family businesses, that although certain family features encourage exploitation and others promote exploration, others enable both. The study indicates that these attributes function synergistically to fortify one another, facilitating the perpetuation and rejuvenation of family enterprises. The results give fresh perspectives on the distinctive capacity of certain family-owned enterprises to harmonize entrepreneurial and environmental objectives and suggest pathways for extrapolating these findings to companies possessing comparable attributes.