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The purpose of this study to explore the qualities of the entrepreneur which are required for the sustainability of the family business. The sustainability rate of family business has remained low, particularly with the generation change in the long term. In addition, the body of knowledge on entrepreneurial qualities in relation to family business sustainability is fragmented. Hence, an in-depth understanding on this phenomenon is imperative.

This study used qualitative study to explore entrepreneurial qualities that lead to family business sustainability in Pakistan. This study used a case study for in-depth analysis of determine the qualities of the entrepreneurs for sustaining entrepreneurs' business for a longer.

Based on findings, four main themes on the key elements for family business sustainability were identified: cognitive characteristics, leadership role, motivation, and personality traits. These main themes were further divided into sub-themes for in-depth understanding of the qualities of entrepreneur in family business sustainability phenomenon.

A broad range of studies have been conducted on entrepreneurial qualities in relation to business performance and success. However, studies on entrepreneurs and entrepreneurs' qualities have mostly focussed on organisational success, and there are limited studies that fully examine entrepreneurial qualities for family business sustainability. Family business sustainability has received considerably less attention.

Family business sustainability is a critical issue. This study considers if adopting a strategic entrepreneurship orientation can support the sustainability of a family business.

A qualitative approach is used, in which semi-structured interviews were conducted with twelve family business owners. Data collected during the interviews provides insights into understanding, practices, motivations, behaviours and attitudes relating to sustainability.

Although awareness of sustainability processes and procedures is found to be low, sustainability is important to the family business. However, sustainability is not managed or implemented systematically.

The paper presents a new model to describe the sustainability practices of family businesses. Adoption of strategic entrepreneurship is advocated as mechanism for improving sustainability. Practical and policy implications are suggested to enhance the effectiveness of sustainability initiatives in family business settings.