In recent years, family firms have been stressed as important contributors to economic wealth. An increased focus from both researchers and practitioners can therefore be seen in various forms such as research institutes and conferences. Furthermore, family firms are often treated as a group of similar kind while inherent differences are played down.

From a theoretical perspective, organisations look at the behaviour of others that face similar complex situations, such as succession. Information can be found in institutional carriers who connect groups of firms. By imitating what is perceived as successful practices, family firms face the risk of employing inefficient procedures in times of succession.

The purpose of this thesis was to investigate what kind of ideas Dagens Industri as institutional carrier communicates about succession in family firms. To fulfil the purpose, data was retrieved in the form of Dagens Industri articles concerning family businesses and succession. Interpretations were based on theoretical constructs on family firms as well as institutional theory.

From our findings, it was observed that family firms differ on the basis of industry presence and ownership structure. Furthermore, importance of time and communication was stressed in Dagens Industri.