Purpose – This study explores how family firm retail managers orchestrate firm resources to adapt to shifting market dynamics.Design/methodology/approach – The present paper draws upon a case study approach, covering 30 interviews with family firm managers, along with archival material from 22 family owned micro, small and medium-sized enterprises (MSMEs).Findings – The findings suggest that managerial interactive orchestration capabilities act as key enablers shaping the evolution and configuration of resource orchestration (RO) practices in retail family firms.Originality/value – This study introduces the novel concept of family firm managerial interactive creativity to explain how retail managers shape distinct resource orchestration configurations for adapting to uncertain market dynamics.