Abstract
The stories and meanings evoked by those material artifacts, rather than the objects themselves, are what really matter for a family legacy, and particularly for a social family legacy. Sometimes earlier generations’ practices and strategies become so cherished that they are too hard to change, which can doom the firm. However, traditions and stories from the past can also catalyze innovation and entrepreneurial commitment in the present. So, how can a family business thrive by embracing its past? Through our research, we found that stories are part of a family business legacy, and communication and storytelling about this legacy can have a huge impact on stakeholders outside the boundaries of the family firm, and on society at large.