“…An identity also may serve as an attractive, consistent image of the organization to its various stakeholders, including customers, employees, investors, and suppliers (Dutton & Dukerich, 1991;Kogut & Zander, 1996). In doing so, an identity has positive reputational effects and can serve as a sustainable competitive advantage (Stimpert, Gustafson, & Sarason, 1998). However, while supporting strategic activities, a strong family identity can also deter entrepreneurial activities that push the firm into different domains in that such moves create uncertainty about identity (Shepherd & Haynie, 2009).…”