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

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.