“…More specifically, CATA is a particular type of content analysis in which word lists containing words and phrases that exemplify a specified construct are used to classify rhetoric accordingly (Duriau, Reger and Pfarrer, 2007). CATA has become commonplace among entrepreneurship and family business scholars, who have used the technique to examine a variety of strategic orientations, including EO (Short et al, 2009(Short et al, , 2010, market orientation (Zachary et al, 2011), long-term orientation (Brigham et al, 2014), organisational ambidexterity (Allison, McKenny and Short, 2014;Moss, Payne and Moore, 2014;Uotila et al, 2009), and organisational virtue orientation (Payne et al, , 2013.…”