Abstract: Managerial decisions of family firms are shaped by their unique emphasis on socio-emotional wealth, whilst religious and secular values shift families’ reference points and thus influence decision-making. Consequently, we aim to develop a closer understanding of the influence of religious (Christian or Muslim) and secular values on family firms and their most influential managerial decisions including corporate social responsibility engagements, mergers & acquisitions activities, crisis management and management control choices. We draw on interviews with members of owner families from the DACH region (Germany, Austria and Switzerland) due to its homogenous cultural background. This seed-project will provide new insights into family firm research and practice as well as on the implications of religion and values on managerial decisions.