Valencia, November 7, 2025. The Family Business Chair of the University of Valencia (CEFUV), promoted by the Valencian Association of Entrepreneurs (AVE), EDEM Business School, the Valencian Institute for the Study of Family Business (IVEFA), the Family Business Institute (IEF) and the University of Valencia (UV), and supported by CaixaBank and Broseta, held today the VIII Conference on Family Businesses Around the World, with the aim of presenting and discussing the impact of family narratives on family businesses.

Hortensia Roig, president of EDEM Business School, inaugurated the eighth edition of the “Family Businesses Around the World” conference, held once again at EDEM’s facilities, to discuss the impact of family narratives as a strategic tool in family businesses. During her speech, she highlighted the role of family businesses as drivers of continuity and intergenerational commitment, emphasizing their long-term vision and the importance of preserving foundational values. She also underlined that the ability to face and resolve problems is a key factor in the continuity and longevity of companies.

The event brought together two international reference figures in the analysis of family narratives: Allan Discua, from Lancaster University, and Alexandra Dawson, from Concordia University. Both experts shared the latest findings from their research, offering a global and current perspective on the role of stories in family businesses.

During his talk, Professor Allan Discua emphasized the essential role narratives play in constructing and transmitting business identity. “All business families have a story to tell, a legend to fulfill, a tragedy to lament,” he stated, highlighting how stories shape organizational culture and reflect values, myths and shared lessons passed down through generations.

Discua noted that family narratives help connect the present with memories, and allow families to reflect on the path ahead. In this regard, he addressed the challenge of succession, a topic many families avoid due to its emotional weight, yet one that is key to preserving legacy. “The important thing is to be able to believe in a story: knowing where we come from, what our roots are, what worked, what didn’t, and why we should carry on,” he concluded.

For her part, Professor Alexandra Dawson underscored the value of narratives as an essential tool for deeply understanding family business dynamics. “Narratives can reveal what numbers alone cannot, uncovering hidden dynamics such as emotions, motivations, identities and relationships within families and their businesses,” she noted. She also stressed that “narratives can help interpret roles and behaviors over time, strengthen continuity, and preserve shared identity and values across generations.”

Dawson placed particular emphasis on motivating new generations, fostering trust in successors, integrating them into decision-making and offering spaces for autonomy and belonging. As a key message, she advocated for “innovation through tradition,” reminding attendees that the goal is not to paralyze the organization, but to transmit its story as it evolves.

Following the academic presentations, the conference continued with a roundtable that contrasted the research perspective with the direct experience of family business leaders. Moderated by Alejandro Escribá, director of the Family Business Chair of the University of Valencia, the session featured contributions from Ignacio Alberola (CEO Family Office La Española), Fátima Zamorano (vice president of Grupo AZA) and Federico Martín (CEO of Transportes Martín), alongside Professors Allan Discua and Alexandra Dawson.

Ignacio Alberola shared the trajectory of La Española, a family business with more than 85 years of history, highlighting how tradition has fueled its technological transformation. “La Española, guided by the innovative vision of the Alberola family, has turned the tradition of stuffing olives into a driver of open innovation and technological transformation, remaining at the forefront of the sector and reaffirming its leitmotif – Una Aceituna Como Ninguna,” he said. He also emphasized the importance of preparing new generations by creating spaces where they can absorb the knowledge of their predecessors and develop their full potential.

Fátima Zamorano offered the perspective of Grupo AZA, a family business with more than 111 years of activity. She focused on the importance of sharing the lessons learned from mistakes, a practice not very common among business leaders. “Entrepreneurs don’t usually talk about mistakes, and you can learn a lot from them. We must set boundaries and, within our families, share what hasn’t worked,” she stated. She also highlighted the value of business lobbies as spaces for enrichment and networking, and stressed the usefulness of shared stories among family businesses as a source of reflection on governance and decision-making.

Federico Martín, representing the fourth generation of Transportes Martín, emphasized professionalization and employee commitment as pillars of continuity. He stressed the need to address uncomfortable issues, always prioritizing the business, and highlighted humility and teamwork as core values that have been passed down for more than a century.

To close the event, Alejandro Escribá shared a personal reflection on the values he inherited from his father, noting that “those values of not causing harm have stayed deeply rooted in me; it’s a story of failure, but of success in learning.”

The conclusions of the conference highlighted the transformative power of family stories in business. It was emphasized that well-crafted narratives not only explain behaviors but also help consolidate values, connect generations, and build legacy. Communication, transparency and a sense of belonging were identified as key elements in strengthening continuity and addressing the complexity of business decisions beyond rationality.

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