“…The first, and most immediate contribution, is to the emerging research stream on institutional logics, in particular literature that looks at the family's role as a nonmarket institution with its own institutional logic (i.e., firm is organized to serve family members) (Greenwood et al, 2010;Pache & Santos, 2013;Reay, Jaskiewicz, & Hinings, 2015;Thornton, Ocasio, & Lounsbury, 2012). The second, and more general contribution, is to the literature on entrepreneurship within family firms (Cruz, Howorth, & Hamilton, 2013;Schjoedt, Monsen, Pearson, Barnett, & Chrisman, 2013;Steier, Chua, & Chrisman, 2009).…”