“…This may stem from the fact that the spouse, who is most likely a woman as most farms are run by men (85%), are more likely to start new ventures (Barbieri & Mahoney, 2009; Bock, 2004; McGehee & Kim, 2004; McGehee et al, 2007; Seuneke & Bock, 2015). Women often play an active role in initiating diversification activities (Barbieri & Mahoney, 2009; Bock, 2004), while men are mostly regarded as being growth‐oriented (Bakucs & Fertó, 2009; Cliff, 1998; Pindado & Sánchez, 2018; Weiss, 1999). Therefore, the involvement of both partners in the business may lead to a dual strategy.…”