Family businesses are the most ubiquitous form of business organization in Europe. Yet, most of the existing family business literature has been developed within a North American context. This introductory article builds on existing family business research conducted in the European context to portray Europe as a critically important context for extending our knowledge on important family business topics. It also counts on the view of the Secretary General of European Family Businesses to enhance our understanding of the institutional frameworks that can benefit family businesses in the EU zone. Specifically, the content of the article discusses some contextual factors that might affect the broadness, diversity, uniqueness and growth potential of family business research; identifies some of the interesting research questions that emerge from examining the distinctive traits of the European context; and stimulates further family business work in the European context and comparison with studies conducted in different geographies.