Family firm and innovation: the response to digitization and sustainability challenges in the Gambia textile industry.

As the global business landscape evolves in response to digitization and sustainability imperatives, family firms in the Gambian textile industry find themselves at the intersection of tradition and transformation. This research investigates how these firms are adapting to the challenges posed by digitization and sustainability, with a particular focus on innovation as a strategic response. The study employs a qualitative research design, utilizing in-depth interviews, surveys, and case studies to explore the experiences and strategies of family-owned textile businesses in The Gambia. By examining the dynamic interplay between family dynamics, organizational culture, and innovation, this research aims to uncover unique insights into how these firms are navigating the digital revolution while aligning with sustainable practices. The research also explores the role of leadership and governance structures within family firms, shedding light on how these factors influence the firms' ability to embrace technological advancements and implement sustainable practices. Additionally, the study assesses the impact of external factors, such as government policies, market dynamics, and global trends, on the innovation trajectories of family-owned textile enterprises in The Gambia. The study also looks into the role of leadership and governance structures in family businesses, shedding light on how these elements affect the firms' ability to embrace technological advancements and implement sustainable practices. Furthermore, the study examines how external factors such as government policies, market dynamics, and global trends affect the innovation trajectories of family-owned textile enterprises in The Gambia.