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This study advocates a comprehensive exploration of women’s entrepreneurship in family businesses, highlighting the value of qualitative research methodologies. Grounded theories and ethnography are proposed as methods to deepen understanding and facilitate future quantitative approaches. The study underscores the necessity of integrating diverse cultural contexts, as research predominantly focuses on Western settings. A systematic literature review reveals a significant gap in qualitative studies, suggesting the marginalisation of women’s entrepreneurship in family businesses. Expanding qualitative methods and cultural diversity will enrich the field.