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This research focuses on how values system of family business in Cordoba, moderate behaviors within family business. A set of instrumental values and behaviors evaluated from one to five were answered by 446 people belonging to 112 family firms. Results show significant correlations among variables that shape the values system as well as almost normal distribution for behaviors analyzed. The values system within a family firm act as a moderator of family business members´ conducts. The instrumental values, guides needed for family firm survival, moderating behaviors are Ethic, cohesion and austerity. Ethic moderates communication, compromise. Cohesion affects confidence, acquiescence and cooperation meanwhile confidence and communication is moderated by austerity.

Family Business Values: analysis of its influence on family members ́ behavior