The rationales behind family business digitalization

Purpose This study aims to explore the factors influencing digital adoption within family businesses, highlighting its role in ensuring operational continuity, competitiveness and long-term viability. Design/methodology/approach A qualitative multiple-case study incorporated in-depth interviews with representatives from 13 family businesses across diverse industries. Data were analysed using thematic coding and cross-case analysis to identify key themes and rationales behind digital adoption. Findings This study identifies nine primary rationales for digital adoption: agility, collaboration, competitiveness, cost efficiency, productivity, innovation, sales orientation, time savings and operational streamlining. This study proposed a conceptual model to illustrate these forces. Research limitations/implications The findings enrich existing literature on family business digitalization by identifying key drivers and proposing a conceptual framework. Given its geographic focus, scholars should cautiously generalize findings. Practical implications Family business practitioners can leverage the identified forces to adopt digital technologies strategically, enhancing operational efficiency and market relevance. Social implications Digital adoption supports family business sustainability, job creation and long-term economic contributions. Originality/value This research provides actionable insights into digital adoption rationales for the family business operating within a developing economy.