This study investigated how the relative salience of business owners' family and career roles might influence performance outcomes in family versus nonfamily firms. Using data from 156 family and nonfamily firms, the data show that family firm status moderates the relationships such that the career role salience of a business owner is positively and more strongly associated with performance outcomes in family firms than in nonfamily firms. Conversely, the data show that family firm status negatively moderates the relationship between the business owner's family role salience and expansion activities. Implications for theory and practice, as well as future research directions, are discussed.
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