History Marketing Summit 2023
5 Oct in Stockholm

05 Oct 2023, at 09.00 - 17.00

History Marketing Summit is back!  Come to Stockholm on 5 Oct 2023 for HMS23 and listen to companies who actively use their own history as a strategic asset. 

A day for managers, marketers, communicators, legal counsels, human resource-professionals and business owners who wonder how their heritage can create value for their businesses.  All attendees will also get a copy of our new book, “HISTORY MARKETING – Using history as a corporate strategic asset.” 

Sign up here

As warm-up, watch +50 filmed presentations from other businesses from previous years.

Welcome to Nalen, Regeringsgatan 74 in Stockholm. Light breakfast is served from 08.30. The conference starts at 09.00, ends at 16.30


Alexander Husebye, CEO, Centre for Business History in Stockholm, opens the sixth History Marketing Summit. 

Anders Sjöman, Centre for Business History in Stockholm 

A company’s heritage has an inherent value in itself. But how can companies use it to actually drive business? That’s what our new book “HISTORY MARKETING – Using history as a corporate strategic asset” is about – and it’s just out in time for HMS23.

Svante Hådell, City of Stockholm 

Stockholm City Hall was inaugurated with pomp and circumstance in 1923. Something the centenary celebrated this year with a book, exhibitions, activities, open house and more. But why celebrate a building, however stately ? The City Hall’s Jubilee General explains.



Three B2B-companies explain how they make use of their history 
Mattias Thorsson, Elekta

Cancer treatment company Elekta turned 50 years in 2022. Long known primarily for Professor Lars Leksell’s revolutionary radiation knife, today’s Elekta is so much more than the gamma knife. How do you take that legacy into the future?

Gabriella Etemad, Autoliv

Road safety company Autoliv, the car industry’s key supplier of safety belts, airbags and crash curtains, is celebrating its 70th anniversary. But apart from a company monograph, what else can you do with your history when you’re still celebrating?

Linda Ekwall, Atlas Copco 

Atlas Copco is one of Sweden’s oldest industrial companies and celebrates 150 years. At the same time, though, it recently spun off large parts of its heritage when the rock drilling part became its own company. How do you balance such an anniversary story?

More about our anniversary celebrations: Elekta, Autoliv and Atlas Copco in a fireside chat.


“Sweden’s nation brand, useful for Swedish companies abroad?” 

Internationally, Swedish companies build their brands to varying degrees on their “Swedishness”. How does the general image of Sweden actually affect Swedish companies abroad? Has it changed over time? We hear from representatives from a number of organizations promoting Sweden abroad.

Sofia Bard, Swedish Institute. How do foreign countries report on Sweden and how has that image changed over time – not least lately? Sofia Bard knows.

Katarina Szécsi Åsbrink, Sweden’s embassy in Berlin. What does the business promotion work at an embassy look like? Katarina Szécsi Åsbrink tells, also with fresh experiences from the Swedish presidency of the Council of the European Union.

More speakers to join.

David Boström, Embracer Games ArchiveDavid Boström, vd Embracer Game Archives

In 2022, the Swedish gaming group Embracer built a business archive – but not for its own history, but to save the history of the entire industry, including competing products. Why does a single company take such industry responsibility? Director of Archives David Boström explains.


Coffee break.

Carol Quinn,  Jameson (Irish Distillers Pernod Ricard, Ireland)

Since 1780, Jameson whiskey has been made in Ireland. Carol Quinn, Head of Archives at Irish Distillers, keeps that story alive for the benefit of the brand. And also helps product developers when completely new products are to be developed – using the past as inspiration.

Dietrich Kuhlgatz, Bosch (Germany)

The electronics giant Bosch was started by Robert Bosch in 1886 in a small factory with two workers. The company’s own historian knows everything about how the company grew and got through both ups and downs – and he makes sure to keep the history alive internally.



Business History Award 2023 – with a lecture from the awards recipient!

Business History Award is an annual award from the Centre for Business History in Stockholm, given to a person, group or company who have made permanent contributions to highlight Swedish business history and thereby shown the contribution of Swedish business to our societal development. In 2019, we handed out our first BHA – and now it’s time for this year’s recipient to be announced and to give their customary awards lecture.

Keynote: Gerald Engström, Systemair (founder, main owner), Indiska (owner) – and much more

From small Skinnskatteberg, Gerald Engström has since 1974 grown the ventilation company Systemair into a global giant. Via his Färna Invest, he invests in other companies, including recently acquiring the bankrupts clothing chain Indiska and starting to restructure it. Gerard will talk about his own history and the value of keeping a company’s history alive.


Closing remarks.

Sign up for HMS23

  • Time: 5 Oct 2023, 09.00-17.00.
  • Place: Nalen (Regeringsgatan 74, Stockholm) 
  • Price: 3 900 SEK. (Is your company a member with the Centre for Business History? Then you only pay 1 300 SEK. Use the code HMSMEMBER. Not sure if your company is a member? Contact us.)

I sign up for HMS23: