Much scholarly attention has been paid to the internationalization of family firms. In this paper, I contend that our knowledge remains limited because of a dominant focus on decision making. I problematize this dominant focus in the literature, propose assemblage theory as a new lens through which to examine family business internationalization, and draw attention to new research questions constructed around the conceptualization of internationalization as a destabilizing influence on family firm logics and routines. In doing so, I pay particular attention to processes associated with internationalization triggers, geographic distance, cultural differences and the family firm as an unfamiliar market actor, and to temporal considerations associated with these processes.