| 520 สาระสังเขป |
Purpose: Creating value in family firms is considered a challenge, especially with the entry of the second generation. It is important to identify the obstacles and solutions to the challenges in the value creation process. This article answers the question of what factors prevent the success of the G1 and G2 in value creation and what solutions are there to deal with these challenges. In this research, the construct of "5 management levers at the corporate analysis level and the capabilities of G1 and G2 at the level of family analysis" were used. This research identifies and describes some of the barriers firms face and solutions are provided in this field.Method: To investigate the above relationships, a literature review method and case study of 5 firms were used with 13 semi-structured interviews with G1 and G2 and experts in the publishing industry. After the theoretical saturation of the findings, they were matched with the theoretical views of the background, and finally, the resulting data were analyzed using the analytical method of Straus Corbin. Using the construct of "5 managerial levers (Crossan, 2010)and capabilities of G1 and G2 in solving value creation challenges (Soluk J. K., 2021) " at the level of corporate and family analysis, based on the findings of axial and selective coding, a descriptive model and a theoretical framework were presented.Results: The factors of solving conflicts and obstacles with the interaction of two generations, acceptance of G2 in the firm, succession and empowerment of the new generation and reducing the risk aversion of the G1 with the arrival of the new generationand specialists were recognized as the main categories. and the factors of creating visionand motivation and flexibility in G1, interactions and exchanging knowledge and ideas between two generations, changing management style, structure and systems by transferring management to the new generation and creating an innovative culture and changing culture with The arrival of G2 and specialists were recognized as twogeneration value creation solutions. |