IKEA: Past, present, and future
Ingvar Kamprad’s childhood experiences formed his approach not only to furniture retailing, but more broadly to life. In the hard scrabble farmlands of southern Sweden, IKEA Group’s founder became convinced of the value of hard work, personal responsibility and forging one’s own path. His company did not just produce profits but rather served a larger and higher purpose in society. It brought style, value and a better life to many. IKEA’s products were not destined for only wealthy customers who could afford distinctive and contemporary furnishings. But rather they were intended for the global everyman. How to be IKEA in nations and among people who were decidedly different was the dilemma. IKEA had to stay IKEA. But allowing lessons learned in foreign markets to impact and improve the company appeared to be very much in line with its philosophical foundations. One thing was not in doubt – it would be a high-stakes balancing act.
To examine how a company steeped in its own national and corporate culture adapts when expanding into divergent foreign markets; to analyze internationalization strategies employed by successful firms; how to stay true to a company’s core values in the face of multiple challenges; balancing incongruity, such as the need for flexibility and also the need for constancy.
IKEA
1950s-present
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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