THE MANAGEMENT PROFESSIONAL: REFLECTIONS, LEARNINGS AND CONTRIBUTIONS

This theoretical essay proposes a critical reflection on the role of the manager in family businesses —

a segment of broad representation in the Brazilian economy, but marked by its own challenges, such as the

succession, professionalization and the delimitation between family ties and organizational interests. It starts from the

observation that, although recurrent in practice, these organizations lack theoretical depth

that articulates economic, cultural and symbolic dimensions in an integrated way. The study aims

to

analyze the role of the administrator as an agent of strategic transformation, highlighting the conditions

that favor its effective performance in promoting the longevity and sustainability of these enterprises. The

The relevance of the proposal lies in overcoming reductionist approaches that treat management as

mere operational cost, proposing its recognition as an essential investment for competitiveness. The

methodology adopted is that of the theoretical essay, anchored in a critical review of the literature on governance,

succession, organizational culture, strategy and innovation, without the use of empirical data. The main

findings indicate that the administrator should be understood as a mediator between inheritance and renewal,

articulating technical knowledge with relational sensitivity, promoting the balance between innovation and

continuity