ABSTRACT
This chapters expose three cases where the authors show the extent to which family values and aspirations shape the strategic orientation of the firm, and its outcomes, whether related to the family, the firm, or both. The case of Sucos Lima faces that the family was deciding whether they should keep business under family control, or alternatively, to sell the control of Sucos Lima, thereby cashing out for the second time. In the Vinedos Del Pacífico case, the family is faced with a decision that will mark the future of the business, when the eldest and third-generation son returns from France with a master's degree in wine management. The family's long-term vision and values help to make the best decision in the case. Grupo Transoceanica is about five different Ecuadorian families, who co-own a group of more than ten logistics related companies. They need to decide whether or not to accept a very interesting offer from a multinational.
