The purpose of this paper is to determine how family and business priorities influence organisational decline and turnaround in a family business. Design/methodology/approach – Following critical realism as philosophical orientation, this research is based on an exploratory single case study. Findings–This research identified specific socioemotional wealth priorities driving is organisation decline and turn around. The study also determined how the family and business Dynamic leads to decisions that first trigger the organisational decline and then explain the successful implementation of turnaround strategies. Research limitation/implications – Findings of this research provide limited and contingent theoretical generalisation. Accordingly, replication and further quantitative research is required for a better understanding of this phenomenon. Practical implications – Managers can benefit from this paper by noting which behaviour could lead to organisational decline and which factors could lead to a turnaround. Similarly, managers can learn about the importance of the alignment of socioemotional wealth priorities as a critical response factor to determine whether to follow exit strategies or turnaround (succession) actions. Originality value – The study contributes to the organisational decline literature and family business literature. It advances the understanding of how family businesses should balance family and business priorities to avoid organisational decline and identify strategies success fully implemented for turning around.