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      "text": "There is an enormous opportunity for family businesses to start generating real gains from their values and purpose by adopting an active approach that turns these into their most valuable asset.",
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      "text": "For this year's report, we surveyed 2,953 companies in 53 territories, covering a wide range of sectors, from agriculture to technology.",
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      "text": "The release of our ninth PwC Global Family Business Survey comes at a time of extraordinary transformation. Digital technology is disrupting whole industries; sustainability is becoming central to the conduct of business; in the corporate and financial worlds, winning trust is more important than it's ever been; and millennials represent an enduring demographic change.",
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      "text": "We believe that family businesses – often built around strong values and with an aspirational purpose in mind – have a competitive advantage at a time like this. They are trusted more than non-family businesses by a 16-point margin globally, according to a special report in the 2017 Edelman Trust Barometer.",
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      "text": "Yet one consistent finding since we started this biannual survey in 2002 is that many family businesses are not yet turning these inherent advantages into a winning strategy to help secure profitable, long-term legacies. This latest survey suggests there is a great opportunity here. Indeed, a healthy 75% of our survey respondents felt that having a clear set of values created a competitive advantage.",
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