“…Taken together, the manual coding process and computer-aided content analyses can help researchers better understand the salient espoused goals of private family businesses. Similar to others advocating a balanced scorecard approach that examines financial, customer, internal business, and innovation/learning-based goals in family businesses (Craig & Moores, 2005), we argue for the importance of incorporating diverse goals into understanding the overall performance of family businesses. Following strategic reference point theory, which states that businesses use internal, external, and/or time-related referents to gauge performance (Fiegenbaum, Hart, & Schendel, 1996), we argue that such referents can be identified using content analysis of narratives and that these may be reasonable indicators of objective performance (Short & Palmer, 2003).…”