International audiencePurpose– The purpose of this research paper is to show to what extent psychological, cultural and behavioural factors can influence on the succession process in the particular case of family‐run businesses?Design/methodology/approach– Data on 12 directors of family‐run SME were grouped together on the basis of questions derived from the research question. To do this, the authors operated using a principle guided by cross referencing responses, that is, finding the incidence of elements that make it possible to justify substantively the existence of the category and the common existence of these elements within the cases studied.Findings– The thematic analysis performed made it possible to highlight five main motives fo...