The nexus between socioemotional wealth, entrepreneurial bricolage, and family-owned SME’s international performance, firm type as moderator, analysis through multi-group

Family-owned SMEs play a vital role in emerging economies but often struggle to internationalize due to limited resources, emotional attachment to legacy, and governance constraints. While socioemotional wealth (SEW) significantly influences strategic decision-making, its role in shaping international performance (IP) remains underexplored. This study examines how SEW impacts IP through entrepreneurial bricolage (EB), with generational stage serving as a moderating factor, in the context of Pakistani family-owned Small and Medium Enterprises (SMEs). This focus is important because EB provides a mechanism for transforming family-centred emotional priorities into international competitiveness, addressing the strategic tensions family SMEs face in global growth. Drawing on the SEW theory, this research proposes and tests a conceptual model that examines the partially mediating role of EB and the moderating influence of generational stage (founder, second, and third generations). Using data collected from 312 manufacturing family firms registered with the Pakistan Manufacturing & Export Association (PMEA), analysed through Smart PLS and multi-group analysis (MGA), the findings reveal that earlier-generation founders tend to prioritise ownership and identity over profitability, while later generations leverage established social and business capital to enhance IP. The results offer valuable insights not only in strengthening governance structures in family firms, but also in seeking to enhance them. By highlighting generational differences in entrepreneurial behavior and performance orientation, this study contributes to the broader discourse on innovation and sustainability in family business ecosystems worldwide.