The role words and narratives play in understanding rich relationships critical to family business cannot be overstated. This truth was highlighted by a recent landmark case resulting in the awarding of $572 million dollars to the state of Oklahoma based on opioid marketing in a case against a firm Oklahoma Attorney General Mike Hunter often disparagingly referred to as “a family company.” Unfortunately, however, the Attorney General was mistakenly referencing SC Johnson and their famous tagline rather than Johnson & Johnson— the corporation involved in the case. In response to this misstep CEO and chairman of SC Johnson H. Fisk Johnson threatened litigation until the Attorney General promised to refrain from this incorrect name association in the future (Kopecki, 2019). In addition to the attention to careless use of words surrounding his well-known family firm, H. Fisk Johnson provided an illuminating family business narrative when he released a full-page ad explicitly outlining the issues associated with cavalier use of their name. In part, he notes,

中文翻译：

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用他们自己的话说：呼吁在家族企业研究中更多地使用组织叙事

文字和叙述在理解对家族企业至关重要的丰富关系方面所发挥的作用怎么强调都不为过。最近一起具有里程碑意义的案件突显了这一事实，该案件导致俄克拉荷马州基于阿片类药物营销向俄克拉荷马州总检察长迈克亨特公司提起的诉讼中获得了 5.72 亿美元的赔偿，该公司经常被贬低地称为“家族公司”。然而，不幸的是，司法部长错误地引用了庄臣及其著名的标语，而不是强生公司（强生公司）——参与此案的公司。针对这一失误，庄臣首席执行官兼董事长 H. Fisk Johnson 威胁要提起诉讼，直到司法部长承诺在未来不再出现这种不正确的名称关联（Kopecki，2019 年）。除了注意围绕他著名的家族企业不小心使用词语之外，H. Fisk Johnson 发布了一个整版广告，明确概述了与滥用家族企业名称相关的问题，他还提供了一个具有启发性的家族企业叙述。在某种程度上，他指出，