In the article's feedback, reviewers said, "The paper addresses an obvious but unaddressed question: how can family farms persist in the face of weak economic returns and, more broadly, what determines how poor performing family firms survive? This paper goes further than previous research in highlighting the extent firms must sometimes go to – namely, sacrifice and compromise – to achieve non-economic goals. In doing so, it highlights the importance of legacy and a long-term perspective in a way that prior research has not. The paper makes an important theoretical contribution; indeed, the topic of persistence in times of weak performance is an important one beyond the field of family business. It also has really interesting implications for practice in terms of helping family firms understand trade-offs. Moreover, the paper is of high quality in terms of the application of qualitative methods."