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åsa

Åsa Thelander

Lärare

åsa

A standardised approach to the world? IKEA in China

Författare

  • Ulf Johansson
  • Åsa Thelander

Summary, in English

Purpose

The aim of this paper is to analyse the marketing strategy in China of the furnishing retailer IKEA in the context of standardisation and adaptation of marketing activities. IKEA’s strategy in China is compared to its corporate strategy throughout the rest of the world.



Design/methodology/approach

The four P classifications are used as a framework to compare the central marketing strategies of IKEA with marketing strategies used in China. The paper builds on both primary and secondary data. Interviews with senior managers at IKEA have been conducted and studies on business and retailing in China have been used.



Findings

The marketing strategies used by IKEA in China are found to be different from the standardised strategies it uses throughout the rest of the world. Several of the changed strategies are central to the business concept of IKEA.



Research limitations/implications

The present study shows the challenges for a standardised marketing concept and its implications.



Originality/value

The study provides, in the context of the standardisation and adaptation of marketing activities, a more nuanced and up-to-date picture of the strategies used by IKEA compared to previous studies.

Avdelning/ar

  • Institutet för Ekonomisk forskning
  • Institutionen för strategisk kommunikation

Publiceringsår

2009

Språk

Engelska

Sidor

199-219

Publikation/Tidskrift/Serie

International Journal of Quality and Service Sciences

Volym

1

Issue

2

Dokumenttyp

Artikel i tidskrift

Förlag

Emerald Group Publishing Limited

Ämne

  • Economics and Business
  • Communication Studies

Nyckelord

  • Marketing strategy
  • Retail
  • Standardisation
  • IKEA
  • Adaptation
  • China

Status

Published

Projekt

  • Transferring International Retail Image

ISBN/ISSN/Övrigt

  • ISSN: 1756-669X