This article develops a two-part theoretical framework synthesizing the socioemotional wealth (SEW) perspective with image theory to explain the ways in which family decision makers screen and potentially adopt habitual new venture opportunities. The model theorizes that opportunities are initially screened according to their ability to preserve SEW and fit with the family’s value images and subsequently explains how SEW willingness interacts with the family entrepreneur’s trajectory and strategic images to predict whether the venture will be pursued as a serial or portfolio opportunity. Theoretical implications and directions for future research are also discussed.
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