This study of 94 small family firms focuses on complex interactions between individual family members and firm-level activities and outcomes. We develop and test a model of relationships between family championing of innovation, family human capital characteristics, and the firms’ adoption of innovation. Family members championed many more adoptions of innovation than non-family members did, demonstrating strong family influence in smaller firms. An important point is that this strong family influence would appear insignificant without accounting for the significant moderating influence of variance in family human capital levels. This study contributes to our understanding of family influence’s heterogeneous nature by modeling interaction between mediating family behaviors and moderating family characteristic
