“…As noted earlier, the willingness and ability perspective in family business research suggests that the drivers of decision making in family business are, respectively, (a) the economic and noneconomic goals of family owners (Berrone, Cruz, & Gomez‐Mejia, ; Chrisman et al, ; Chrisman & Patel, ) and (b) the power and discretion to govern the firm conferred by the extent of ownership the family holds (Carney, ). In terms of international strategy, family owners have an economic incentive to diversify the firm in order to reduce overall variance in expected returns, increase expected returns (Alessandri & Seth, ; Boellis et al, ; Chen, Hsu, & Chang, ; Goranova, Alessandri, Brandes, & Dharwadkar, ; Pukall & Calabrò, ; Zahra, ), and/or conform to industry norms (Miller, Le Breton‐Miller, & Lester, ). Accordingly, family owners should have economic incentives to internationalize in order to increase returns, reduce dependence on a single source of revenues in the domestic market, and/or justify the family's control to external constituencies by conforming to the actions of competitors.…”