Namus: The Corporate Family Identity of the Arab Family Business

The study explores the unique and intriguing cultural context of Arab Family Businesses (AFBs) and the formation of Corporate Family Identity (CFI) under the influence of Namus. This cultural concept embodies honor, reputation, and moral integrity.Our research employs an idiographic case study technique, focusing on two theoretically selected case studies to provide integrated and nuanced knowledge. It suggests that Namus guides corporate identity, honor, and emotional connaissance in Arab Family Businesses, with notable implications for theory and practice. Our research reveals that Arabian cultural concepts, such as ‘Ird, Sharaf, Karamah, Sumea, Mojamala, Hamula, and Nasab, play a substantial and appreciable role in shaping the corporate identity of business families.It bridges the gap in the literature concerning the interplay between familial identity and corporate practice, as well as qualitative/mixed inquiries in the Arab context.