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AbstractEven though family firms are characterized by an overlap between the family and business systems, family business research has focused separately on how family firms compete (i. e., strategic behavior) and how families are involved their firms (i. e., types of family orientation). With the aim of closing this research gap, we draw on the heterogeneity principle of family firms and the equifinality principle of the configurative approach to conjecture that family firms can successfullydoi:10.1515/erj-2019-0258 fatcat:zgnd37hgxvdupkksr7zafq4ybm