This paper assembles family business conceptions from the innovation and technology management perspective, and tests them in the case of a Mexican sugarcane producer. Literature indicates that non-financial objectives, risk aversion and strong controls negatively influence family firms’ innovation outcomes. Based on semantic network analysis, we collected transversal information on the firm’s technology activities, innovation values and organizational flows, which allowed for the identification of an organizational management profile that shapes an innovation style. Although we acknowledge literature consistency in aspects such as family direct influence and control, or the importance of STI partnerships and external knowledge, our findings didn’t identify any concerns about losing control in parts of the family business. This research contributes to the understanding of technology management and organizational elements in an emerging economy’s family firm from a relational perspective. Implications for theory endorsement and characterization of family business innovation and technology management in developing countries are discussed.