We examine the behavior of family firms during the COVID-19 pandemic through the lens of Miller and Le Breton-Miller’s (2005) “4C model” of continuity, community, connection, and command. We show how some family firms embracing temporally and socially extended priorities have excelled along these Cs and conducted themselves as exemplary citizens during the COVID crisis. By contrast some family firms with more restricted priorities have behaved in ethically disreputable ways. We discuss the contingencies that affect these forms of behavior and suggest why family firms may be subject to both positive and negative ethical extremes.
