MEN AS THE BACKBONE OF FAMILY ENTREPRENEURSHIP: THE CHALLENGE BETWEEN HERITAGE AND INNOVATION

Abstract

This study discusses the role of men as the mainstay of family entrepreneurship in Indonesia, the challenges faced mainly by men when they are required to uphold values passed down from generation to generation while innovating in the modern era. Not only as a source of income but also as a means of preserving values and identities passed down between generations, family businesses play an important role in the country's economy. However, globalization and digitalization are pushing family business actors, especially men who are traditionally considered the main decision makers and guardians of business stability, to continue to change. Using qualitative methodology with a literature study method, this study includes a literature review, namely, an analysis of several scientific sources including journals, academic books, and meeting proceedings that discuss topics related to family, gender, and innovation. The findings of this study indicate that men still play an important role in family businesses and struggle between preserving customs and adopting creativity. It is hoped that the next generation of men can find a balance between traditional values and innovative spirit so that family businesses remain relevant and competitive. This study emphasizes the importance of intergenerational communication, openness to new ideas, and adaptive leadership for the success of family businesses amid ongoing social and technological developments