- I walk around the store every day, watching and listening. (CEO, third-generation of owning family TJAB)

- The owning family governed quite strictly and had very strong norms for how to behave … they also visited the store. (employee)

- The owners were visible and active in the company. (employee)

- In the 1990s, I got an idea to include bikes in a marketing campaign with television sets. I talked to George and Robert [second- and third-generation family owners], and they thought it was a good idea. It became a success that was repeatedly used in campaigns. (manager, TJAB)

- All [the employees] met the [owning] family, they were often in the store. (employee)

- When Holding X came in as the owner, we further increased the focus on the cost side. (brother, third generation of owning family)

- The small tetra packs of milk [for coffee] are gone since Theresa at the front desk figured out that the per-liter price was equivalent to an awful lot of money. The Johansson family seems to hammer cost awareness into the staff. (business journalist)

- All businesses must be cost effective—it is essential to survive, no matter what industry you are in. (store manager, TJAB)

- OnEl's low-cost profile strongly recalls when Thomas Johansson started TJAB. (business journalist)

- The owning family was skilled at signing agreements, creating margins, and keeping down costs. (employee TJAB)

- It is important to nurture both OnEl and TJAB as low-price brands. (CEO, third generation of owning family TJAB)

- Since I was three or four years old, I have run around here [in the store] with my brother. When I was 13, I started to work part time in one of our shops. (CEO, third generation of owning family TJAB)

- The company was founded by my grandfather, Thomas Johansson, [who was] then succeeded by my father, George Johansson. (brother, third generation of owning family TJAB)

- My parents and my three siblings mean a lot, but also my own family. The family is the essence of existence, and the company unites us. (CEO, third generation of owning family TJAB)

- They [the family of owners] pushed the family business thing hard, they had a reputation they were proud of that they had built up over generations. (employee)

- It is the only home electronics chain in Scandinavia that can celebrate its 60th anniversary. It is a family company. I am the third generation. (brother, third generation of owning family TJAB)

- My father transformed a 20-square-meter store and built one of the largest electronics chains in the Nordic region. I have great confidence in him. (CEO, third generation of owning family TJAB)

- My dad said he has the perfect job for me, as responsible for purchasing. He said, do whatever you want as long as you increase sales and profitability. That inspired me as a person. (CEO, third generation of owning family TJAB)

- George Johansson [second-generation CEO TJAB] was a pioneer. He expanded the firm by thinking “outside of the box” before the expression even existed, which his son, Robert, often refers to. (communication manager TJAB)

- His grandfather founded the firm in 1951 and then his father, by bold moves, made it into one of the biggest home electronics retailers in Scandinavia. (business journalist)

- George [second-generation CEO] is chasing Norwegian real estate for Scandinavian expansion. (business journalist)

- We have survived because we are able to change. All the time, we have been able to change our product line, and we have never been afraid to try new things. (CEO, third generation of owning family TJAB)