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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:
author
organization
publishing date
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
2009-08-25 13:13:25
date last changed
2017-09-24 03:45:26
@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},
  keyword      = {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},
  volume       = {1},
  year         = {2009},
}