This study explores the modes of exploitation of business opportunities among the next generation of entrepreneurs (NGEs) and how the family firm context influences the choice of mode. This is an area of limited knowledge. I argue that aside from adhering to existing family firms, NGEs also develop new ventures independent of their family firms. For this purpose, a multi-case study was conducted based on 15 Colombian entrepreneurs. These entrepreneurs were second and third-generation family firms, were involved within the FF or with their leaders, and demonstrated experience in exploiting business opportunities. The findings show that NGEs exploit business opportunities in their family firms, independently and simultaneously in both modes. NGEs that opt for the hierarchical mode experience cohesive family contexts and inclusive leadership focused on the family or the family firm. NGEs that opted for market mode by performing independent ventures were guided by leaders focused on entrepreneurship and who also promoted the formation of informal groups among NGEs. These results extend our comprehension of the influence of family firms in entrepreneurship and set the importance of fostering entrepreneurship among NGE to increase the opportunities to develop their interests without depending on the family firm.
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