INSEAD the business school for the world

Selected Case

published: 28 Apr 2014

  • Topic: Family Business
  • Region: Global

Studying or practicing? Being an entrepreneur or a manager? Working for the family business or not? How much should business-owning families support their young? The Trusted Family case discusses some fundamental dilemmas of next-generation family business members. It follows two young family entrepreneurs who launch their own company, a social media platform for other family businesses, thus finding not only a new way of working with the family business, but also how to leverage it.

Pedagogical Objectives:
1) Discussing career options for next-generation members, understanding the value of making one's own choices, understanding one's own position in a family business. 2) Discussing the pros and cons of providing support to a business as a parent and of the intergenerational dialogue. 3) Demonstrating the stages of entrepreneurship from opportunity recognition to professionalization and the role of the entrepreneurial team.

Family Business, Startup, Career Planning, Next Generation, Social Media, Parent Generation, Entrepreneurial Teams, Professionalization