Authentic, Innovative and Sustainable
The Family-Owned Enterprise as Implicit Brand Promise
Family-owned companies play an important role in the German economy. They generate more than half the added value and create over 70 percent of all jobs. It is therefore no wonder that they are already the subject of specialised congresses. On February 8th and 9th, 2008, the 10th Congress for Family-Owned Enterprises took place at the University of Witten-Herdecke. During the run-up to the conference, the Witten Institute for Family-Owned Enterprises carried out a survey on the perception of family-owned companies. At the congress, Professor Peter Kruse of nextpractice presented initial results of the survey. His conclusion: “Family-owned enterprises form a true brand.” This statement was supported by Wolfram Freudenberg, patron of the congress and chairman of the board of partners of the Freudenberg group of companies.
Article in the economic newspaper Handelsblatt