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Taking the long-term view – how family businesses build brands for the future - 10 May 2023

We hosted a seminar about how the owner-family behind one of Sweden’s most famous consumer brands – Löfbergs – builds it brand with patience and a long-term view.

Family businesses represent the most common form of organization in the world, and many of the most famous and admired brands are built by family businesses that have been active over generations. In this seminar, our participants learned how Löfbergs – one of the leading coffee and beverage brands in Sweden and the Nordics - works strategically to build its brand around high quality products, innovation and sustainability.

This was a joint event between House of Innovation’s Center for Family Enterprise (CFE), Center for Retailing (CFR) at SSE and Family Business Network Sweden (FBN). We kicked off with a brief introduction by Professor Mattias Nordqvist (CFE) and Professor Sara Rosengren (CFR), before Annelie Karlsson, Executive Director of FBN Sweden, moderated a lively discussion with Therese Gustafsson, fourth-generation family business owner at Löfbergs.

Guest speaker


SSE hosts

This lunch seminar is arranged by the Center for Family Enterprise, the Center for Retailing and the House of Innovation at the Stockholm School of Economics in collaboration with the Family Business Network.

House of Innovation Development Entrepreneurship Family economics Innovation Leadership Marketing Strategy Lunch seminar Industry seminar