Innovating with heart: family firms' decision to automate with emotional responsibility

Purpose The paper aims to explore how family involvement influences family firms (FF) decisions to innovate in automation (i.e. artificial intelligence, big data and robotics). Automation implies pronounced emotional significance within the shared societal consciousness, presenting specific intricacies that pose challenges to the strategic decision-making processes of FFs. Design/methodology/approach This study draws on the levels of ambivalence described in the literature and the FF archetypes (i.e. enmeshed FFs, balanced FFs and disengaged FFs), which are characterised by a different relationship between the family and the firm. Empirically, this study adopts a qualitative approach, conducting three case studies involving FFs that have registered patents in automation technologies. Findings A distinctive pattern emerged among the different FF archetypes in their approach to innovation in automation. Innovation in automation will be limited in enmeshed FFs (based on emotional concerns at the firm level), while it will be supported in balanced FFs (based on a balanced view between emotional concerns at the family level and economic aspects at the firm level) and in disengaged FFs (based on economic considerations at the firm level). Originality/value Our research, focussing on the strategic choice of family firms (FFs) to innovate in automation, fills an important gap and investigates an area with relatively scant research despite the current importance of automation. Additionally, we consider the ambivalence that characterises family firms, providing a nuanced understanding of how emotional dynamics within the family-business interface influence strategic decisions.