Focused on women, this article investigates the qualities and attributes that family-owned businesses desire in a potential successor. This paper is the outcome of quantitative data that was solicited and collected from 120 participants using a semi-structured questionnaire. The Statistical Package for Social Sciences (SPSS) software was utilised to analyse the quantitative data and was complemented with the elements that were drawn from the qualitative data (open-ended questions). The results suggest that the incumbents prefer the potential successor to have management skills; leadership skills; the ability to relate well with other members of the family; show interest in becoming a successor, possess greater aptitude than other members of the family; understands the business vision, be trustworthy; be committed to the business; has management experience; must be related by blood or law and able to harmonise the interests of the family with those of the business. Overall, this narrative highlights the woman’s position in a male-dominated discourse, besides suggesting that an understanding of the attributes desired by the incumbent will positively impact on the succession process in South African townships
