This study explored the relationship between 24 personal values and strategic preferences. Data was collected from 137 participants. Through stepwise discriminant analysis, the data were analyzed to reveal that personal values do have a relationship with strategic preferences. In particular, the ‘obedience’ value was more distinctly related to customer-focused business strategies. ‘Courtesy’ was mostly associated with backward integration strategies, while ‘adaptability’ was more related to forward integration strategies. Finally, the findings of this study revealed that diversification strategies were not related to personal values.