Unlike "serial entrepreneurs" who start a business, then sell out and move on, Paul B. Keyser is in it for the long haul.

Keyser has been at the helm of Salt Lake-based Utah Paper Box Co. since 1975, the third generation of his family to lead the manufacturer of boxes and packaging. The leadership of "P.K.," as he is called, has permeated company culture.

Keyser promotes a family-like atmosphere. Several employees are the children of other UPB workers, and employees with small children talk about what the company will be like when their sons or daughters work there.

In addition, Keyser strives for balance between measured, ethical growth and the necessary risks that help a business succeed. He has several times invested in entirely new forms of printing technology for UPB, giving the company a reputation for state-of-the-art box manufacture like hot foil stamping, litho-lamination and rigid window cartons — and attracting such clients as Hallmark and Starbucks.

Keyser also has worked to ensure the company's transition to the next generation — but with a difference. His son, Steve, grew up at UPB, working there as a teenager. However, Keyser felt his son would not be ready to lead UPB until he had succeeded working for someone else.

Steve Keyser left Utah and, following in his father's footsteps, succeeded, moving into management. Six years ago, Paul Keyser offered Steve a job in sales at UPB, and the company's heir-apparent took a pay cut and demotion to return. These days, he is UPB's vice president of sales.