Svenska familjeföretag styr om: Tillbaka till kärnan när tillväxten vacklar

Tillväxt När konjunkturen svajar väljer svenska familjeföretag att skala ned expansion och i stället fokusera på det som alltid burit verksamheten. PwC:s nya undersökning visar att fler bolag nu ser kärnaffären som tryggaste vägen framåt. Samtidigt ses AI som både ett hot och en möjlighet – och snabba beslut blir en nyckelfaktor. Annika Svanfeldt på PwC ger perspektiv på vad trenden betyder för vd:ar i en osäker tid.

Svenska familjeföretag styr om: Tillbaka till kärnan när tillväxten vacklar
Annika Svanfeldt. Foto: PwC

Svenska familjeföretag ser en svagare marknad och drar ned tillväxtplanerna. Försäljningstillväxten är den lägsta på tio år och fler bolag väljer nu att renodla sina verksamheter. Samtidigt sticker Sverige ut i synen på AI, som beskrivs både som ett hot och en möjlighet. Det visar PwC:s Family Business Survey 2025.

Någonting är fel

Du är inloggad som prenumerant hos förlaget Pauser Media, men nånting är fel. På din profilsida ser du vilka av våra produkter som du har tillgång till. Skulle uppgifterna inte stämma på din profilsida – vänligen kontakta vår kundtjänst.

Förra året ökade 56 procent av de svenska familjeföretagen sin försäljning, en nedgång från 67 procent i förra mätningen och från 77 procent år 2021. Samtidigt rapporterar 24 procent att försäljningen minskat, jämfört med fem procent två år tidigare. När bolagen blickar framåt uppger 59 procent att de har som mål att växa de närmaste två åren, jämfört med 73 procent globalt.

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