ABSTRACT
This chapter considers Hamilton's suggestion to take a closer look at the alternative gender discourse and practises that make family businesses a unique phenomenon. It explores: How moving in-between visibility and invisibility in different social and family business spheres is done to secure a self-rewarding and empowered role. The chapter introduces the idea of (in)visibility as a theoretical construct by relying on Johan Asplund's theory of social responsivity. It addresses methodological approach and ways of gathering and analysing the research materials before moving into presenting research findings in the form of Vera's story. The chapter concludes with the discussion of arenas for moving between visibility and invisibility to highlight the theoretical insights from the empirical materials. It suggests that a need for reconsidering the primacy of work roles in comparison to the family or social roles as sources of satisfaction for the individuals in the family business.
