Primogeniture refers to the preference in inheriting the business given to the male firstborn child. Primogeniture exempts the incumbent to make a choice among several potential successors and strengthens certain features of the family socioemotional wealth invested in the firm. In addition, the rule of primogeniture may also prevent the fragmentation of ownership across generations, which could create issues in decision making and commitment to the firm by different family branches. However, the application of the male preference primogeniture rule has major drawbacks, the most relevant ones being: (i) the implicit exclusion of daughters from the succession and (ii) the lower importance of competence-based successors’ assessment. The primogeniture principle is increasingly challenged by the evolution in society. In particular, the awareness of daughters’ issues in succession has substantially grown in the recent decades, along with the change in professional and family roles of women in society.