Moral dilemmas are ubiquitous aspects of organisational life. Tensions underlying many fundamental aspects of business, for example, between transparency and privacy, sustainability and growth, innovation and compliance, are not extraordinary occurrences. This paper aims to improve the understanding of moral dilemmas in organisations and how to develop pedagogical methods for coaching management students to resolve these challenges. We adopt a performative and action-based model of responsible management education. In exploring this performative approach to working with moral dilemmas, the project takes family business as a setting of special relevance for disclosing ethical tensions and the dilemmas emerging from those tensions. Family businesses are sites that intensify moral quandaries and disclose loyalties and values that highlight the need for responsible decision-making and action. The research will generate a series of outcomes ranging from classroom exercises to conceptual innovations for improving responsible management education about moral dilemmas.