'In this new book, two global thought leaders in their respective fields, Sanjay Sharna in sustainable business and Pramodita Sharma in family business, join forces to provide a unique, comprehensive and impressively creative examination into the role that family firms play in developing sustainable business practices. Focusing on the wine industry, the authors generate meaningful insights regarding the importance of patient capital that are both theoretically rigorous and practically relevant. This book is a must-read, not only for those of us with an interest in the family businesses and the wine industry, but for all who care about business being more sustainable in the future.' Mattias Nordqvist, Jönköping University, Sweden