The Power of Narratives in Qualitative Research: A Focus on Family Businesses

The Corvinus Centre of Family Business invites you to: A Research Masterclass from the director of one of the world’s top family business research units at a leading British research university — not only for family business researchers.    

Date: 8 October 2026, 9:50—11:20  

Place: Corvinus University of Budapest, Main Building, Faculty Club 

Language: English  

This presentation explores how narratives and stories serve as powerful tools to uncover the nuanced, lived experiences within family businesses. Drawing on recent studies, the presentation will showcase how narrative inquiry captures intergenerational dynamics, values, and identity, providing rich, contextualized insights for family enterprise research. 

Dr. Allan Discua Cruz is an Associate Professor/Senior Lecturer in entrepreneurship and Director of the Centre for Family Business at Lancaster University Management School, UK. He is a member of a fourth-generation family in business. He has recently co-edited the Elgar Encyclopedia of Family Business. His research has been published in academic journals such as Entrepreneurship Theory and Practice, Academy of Management Perspectives, Entrepreneurship & Regional Development, Journal of Business Ethics, Journal of Business Research, European Management Review, Organisation & Environment, International Small Business Journal, International Journal for Enterprise Behaviour Research, among others. Allan is an associate editor of Entrepreneurship and Regional Development, European Journal of Family Business and co-editor of Journal of Evolutionary Studies in Business. He is currently investigating sustainability, family entrepreneurial teams, and religious values in family enterprises. His visit to Budapest, supported by the Hermes Mobility Grant, aims to conduct research and foster collaboration with the Corvinus Centre of Family Business.