ABSTRACT – This paper stands at the intersection of recent scholarly calls on creativity, emotions, and non-family employees in family businesses, by suggesting and testing a conceptual model of the emotion of pride. Our literature review bridges theoretical and research insights from the organizational behavior and the family business fields. We analyze non-family employees’ perceptions of creativity and innovation orientation through an experimental study in a large Portuguese family business. Our findings extend the existing efforts in the literatures by suggesting the mediating role of the pride of non-family employees between identification with the family business and creativity, as well the impact of creativity on innovation orientation, as moderated by autonomy. Our study limitations open avenues for future research in the family business field.