In Berlin alone, around 2,500 companies are due to undergo corporate succession every year. The joint research project "Innovative Learning and Communication Concepts for Corporate Succession" (LUKU) of the Institut für Entrepreneurship, Mittelstand und Familienunternehmen (EMF, The Institute for Entrepreneurship, the Middle Class and Family Businesses) of the Hochschule für Wirtschaft und Recht Berlin (HWR, The University of Economics and Law) and the Department of Marketing Communication of the design akademie berlin aims to raise awareness of the topic of corporate succession among the public and affected companies. This project, led by Prof. Dr. Birgit Felden, is funded by the European Social Fund (ESF) and the Berlin Senate Department for Economics, Technology and Research (SenWTF).
In close cooperation with researchers from the EMF Institute of the HWR and students of the design akademie berlin, SRH Hochschule für Kommunikation und Design, innovative and challenging media on the topic of corporate succession are to be conceived, developed and published via various channels. The term "media" can be broadly understood as a combination of wiki pages, websites, films, short spots, print motifs, campaign strategies, claims, etc. The aim is to enrich the topic of corporate succession with all currently available techniques of creative design. Many Berlin partners are also involved in this project. These include the Berlin Unternehmensnachfolge initiative (Corporate Succession, consisting of the Berlin Chamber of Commerce, the HWK and the IHK, as well as, two Berlin-based banks, Berliner Sparkasse and Berliner Volksbank), and several regional SMEs from various sectors.
The aim of the project is to find out whether potential successors can be reached through online media and innovative marketing, who could not be reached previously with classical communication instruments and communication channels.
Using innovative instruments, SMEs can be made more aware of company succession and thus more successors can be successfully implemented.
These instruments can be implemented in economically interesting business models for SMEs in the media and consulting industry.