Strategizing in family firms: A social objectivation approach
This article aims to develop a conceptual representation of the logic of social influence in strategizing in family firms. Through the analysis of the strategic discourse of managers and family members of three Moroccan family firms, the concept of “social objectification by the family” proposed in this research highlights the process of strategizing in the context of family firms. This concept refers to the family’s ability to instill a certain objectivity in its strategic vision, thus promoting the acceptance and commitment of the social group. The family practices social objectification by voluntarily producing discourses and narratives for the social group.