This article analyzes cognitive legitimacy in family business field and makes three main contributions to the literature: First, the authors move the debate claiming legitimacy for the field one step forward and offer a new approach to explain how the field has attained its current course of development. Second, the authors' analysis goes beyond external support in the consideration of legitimacy and develops a methodological process for the study of cognitive legitimacy. Finally, the study has practical implications for researchers and society, as increasing the knowledge available to describe, explain, and predict phenomena can improve family business performance and develop regional economies.