“…This Review Issue provides some important new insights in this regard. It points to the origins of such heterogeneity in terms of (1) the meaning that consumers prescribe to families and their brands (Andreini et al, 2020); (2) the dynamics of families shaping their firms' unique goals, processes, and behaviors (Combs et al, 2020); (3) the particular overlap between family, work, and ownership as a driver of family firm uniqueness (Michael-Tsabari et al, 2020); and (4) the approaches to manage common conflicts in family firms as drivers of family firm variation (Qiu & Freel, 2020). Understanding the extent to which durable differences exist across all firms, family business or not, may revolve around the extent to which there are systematic differences in family-related issues.…”