The purpose of this study is to emphasize the role of mediation in dealing with the emotional conflicts among family members. The key argument is that the success of family businesses depends on how family members deal with the resolution of conflicts among them. We present in our paper how family businesses can opt for a mediation approach to resolve conflicts among family members.

Semi-structured interviews were conducted with five mediators who practice their profession in Morocco. The interviews were analyzed using theme-based analysis to explore the mediation process and the factors to consider when mediating a family business. The mediators were kept anonymous to ensure confidentiality.

The study found that conflicts in family businesses are the hardest conflicts to resolve due to the relationship among family members, and that the conflicts present an ambiguity and confusion in family vision, in heritage and culture. Our mediators identified five stages of the mediation process which is Reception, issues identification, Mutual recognition, the how stage, and finally the choice of the solution, we develop in the paper a model resuming the process of mediation, factors to consider in the family business and the main conflict that occur among family members.

The analysis of the value of the results suggests that institutionalizing the use of a third-party mediator, facilitator of decision-making, is an opportunity to consider as a preventive solution of conflicts. Future research steps could include a more comprehensive exploration of the cultural factors in family businesses and their impacts on the mediation process.