This chapter introduces the positioning of the need to advance and gather
new contributions that give an effective extension to the so-called Behavioural
Theory of the Firm, which requires the incorporation of new analysis lenses that
value the economic irrationality associated with management with emotions, values
and family principles of the company. The company’s assets are not only a sum of
tangible and intangible values, as they result from the history, work, competences,
innovations relationships, unions and disunities of people, as a dynamic support of
the evolutionary human capital of organizations.