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  "documentTitle": "PwC Global Family Business Survey 2018 The values effect",
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      "text": "So, that's why I've been very specific with him on developing the online store for us,\" Maizey says. There is an important note of caution here. Anecdotally, we hear from leaders that getting their own kids to join the business is difficult and requires increasing flexibility about what roles they might play. Next-generation members as a group are better educated and have more choices than preceding generations. They demand more meaningful work and have higher expectations from employers. Luring home next-generation family members after educating them abroad and widening their horizons presents the same hiring challenge. Why should young people return to the family firm in Vietnam when they can start something new with university friends in Montreal? Eddy Lee is a fourth-generation member of the owning family of Lee Kum Kee, a Hong Kong-based firm famous for making the oyster sauce and condiments of the same name (see case study, \"The value of constant entrepreneurship,\" page 30). Lee, who is in charge of the family's affairs and investment, says the company is making an extra effort to integrate the next generation into the family business in various ways.",
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