How family goals affect strategic partner selection during collaborative innovation: evidence from a family firm in Malaysia

Purpose This study aims to examine how noneconomic goals, specifically those related to socioemotional wealth (SEW), influence the process of selecting strategic partners for collaborative innovation (CI) in family firms. In doing so, it contributes to the literature with a nuanced process view from the non-Western context. Design/methodology/approach This study employs a qualitative, single case study methodology to explore the process of partner selection for CI in a Malaysian family firm operating in the oil and gas industry. This approach allows for an in-depth examination of how family-specific values and SEW influence decisions on the identification and selection of external partners for CI. Findings Findings show that the selection process of strategic partners for CI is predominantly influenced by family-specific values and the preservation of SEW, a clan-like behavior. The family firm’s reliance on a close-knit network of trusted partners, driven by cultural norms of reciprocity and loyalty, often leads to the exclusion of potentially beneficial new partnerships. The findings underscore the tension between maintaining family control and pursuing opportunities, where family goals and SEW can significantly limit the firm’s openness to external collaboration, subsequently impacting its innovation capabilities. Research limitations/implications Future research could expand on these findings by adopting multiple case studies across diverse contexts to extend the insights gained. In addition, exploring the long-term outcomes of CI partnerships in family firms would gain a more nuanced understanding of the implications of SEW-driven decisions. Originality/value This study addresses gaps in the literature by providing a nuanced understanding of how cultural norms, family values, family goals and SEW shape CI in family businesses, particularly in non-Western context. It highlights the role of cultural norms like guanxi in influencing strategic decisions in family firm, addressing the contradictory findings in existing literature and offering theoretical and practical contributions.