Purpose – This study explores how family firm retail managers orchestrate firm resources to adapt to shifting market dynamics.Design/methodology/approach – The present paper draws upon a case study approach, covering 30 interviews with family firm managers, along with archival material from 22 family owned micro, small and medium-sized enterprises (MSMEs).Findings – The findings suggest that managerial interactive orchestration capabilities act as key enablers shaping the evolution and configuration of resource orchestration (RO) practices in retail family firms.Originality/value – This study introduces the novel concept of family firm managerial interactive creativity to explain how retail managers shape distinct resource orchestration configurations for adapting to uncertain market dynamics.
European Institute for Advanced Studies in Management