A standardised approach to the world? IKEA in China
Johansson, Ulf LU and Thelander, Åsa LU
(2009)
In International Journal of Quality and Service Sciences
1(2).
p.199-219
- Abstract
- 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... (More) - 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. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/1457607
- author
- Johansson, Ulf
LU
and Thelander, Åsa
LU
- organization
- publishing date
- 2009
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Marketing strategy, Retail, Standardisation, IKEA, Adaptation, China
- in
- International Journal of Quality and Service Sciences
- volume
- 1
- issue
- 2
- pages
- 199 - 219
- publisher
- Emerald Group Publishing Limited
- external identifiers
-
- scopus:84986107463
- ISSN
- 1756-669X
- DOI
- 10.1108/17566690910971454
- project
- Transferring International Retail Image
- language
- English
- LU publication?
- yes
- id
- 84ed1151-6c18-4f2b-969d-22cef155f816 (old id 1457607)
- alternative location
- http://www.emeraldinsight.com/Insight/viewContentItem.do?contentType=Article&contentId=1796094
- date added to LUP
- 2016-04-01 12:27:33
- date last changed
- 2024-01-08 21:10:50
@article{84ed1151-6c18-4f2b-969d-22cef155f816,
abstract = {{Purpose<br/><br>
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. <br/><br>
<br/><br>
Design/methodology/approach<br/><br>
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. <br/><br>
<br/><br>
Findings<br/><br>
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. <br/><br>
<br/><br>
Research limitations/implications<br/><br>
The present study shows the challenges for a standardised marketing concept and its implications.<br/><br>
<br/><br>
Originality/value<br/><br>
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.}},
author = {{Johansson, Ulf and Thelander, Åsa}},
issn = {{1756-669X}},
keywords = {{Marketing strategy; Retail; Standardisation; IKEA; Adaptation; China}},
language = {{eng}},
number = {{2}},
pages = {{199--219}},
publisher = {{Emerald Group Publishing Limited}},
series = {{International Journal of Quality and Service Sciences}},
title = {{A standardised approach to the world? IKEA in China}},
url = {{http://dx.doi.org/10.1108/17566690910971454}},
doi = {{10.1108/17566690910971454}},
volume = {{1}},
year = {{2009}},
}