ABSTRACT – SEW is defined as a “stock of affect-related value that the family has invested in the firm” (Berrone, Cruz, Gómez-Mejía, & Larraza-Kintana, 2010, p. 106). However, the singular reference to the family firm contradicts findings which describe the majority of family firms as controlling multiple firms. How than does the family manage the SEW stock when it is distributed between multiple firms, with various ages, sizes and importance? Extending Zellweger and Dehlen’s (2012) AIM model of affect infusion, this chapter conceptualizes about how does a business family owner manage his or her emotional endowment with a cluster of firms