For family firms, the resource-based view (RBV) stresses the relevance of intangible resources emerging in the unique interaction between the family and the firm, and captured through the notion of familiness. In addition to the possession of intangible resources— e.g. knowledge-based and reputational resources— the value of resources is dependent upon their use. Managers’ involvement in strategy making is thus likely to moderate the relationship between the existence of intangible resources and performance. After hypothesizing about the positive relationship between knowledge-based resources and performance, and between reputational resources and performance in family firms, we differentiate between family involvement in continuous strategy making, and disruptive strategy making to capture the moderating role of familiness.