Marketing Concept in Practice at IKEA

INTRODUCTION Ingvar Kamprad, a Swedish catalogue king, founded IKEA in 1947. IKEA is an acronym for his name, the farm and hometown, Elmtaryd, Agunaryd. IKEA has evolved over the years and has developed into a unique concept offering affordable quality home furnishings within numerous stores scattered across the globe. IKEA is guided by a corporate philosophy spelled out in the founder's quasi-religious book 'Testament of a Furniture Retailer' . IKEA emphasizes on responding to the home furnishing …showed first 75 words of 4798 total…

…showed last 75 words of 4798 total… gospel according to IKEA, The Guardian Margonelli, L., October 2002, How IKEA Designs Its Sexy Price Tags, www.business2.com Normann, R., Ramirez, R., July August 1993, From Value Chain to Value Constellation: Designing Interactive Strategy, Harvard business Review Jones, H., 15th March 1996, IKEA's global strategy is a winning formula, Marketing Week News Analysis Davis, M. S., 4th September 2000, One day and a lifetime of brand lessons, Brandweek WEBSITES www.ikea.com www.business2.com