Can IKEA adapt its service experience to India?

Abstract

Subject area

Marketing and Strategy.

Study level/applicability

BA level.

Case overview

The case deals with IKEA’s unique service experience, and the company’s plans to expand into India. The question that is dealt with primarily is, “Can IKEA successfully introduce and adapt its service experience to the Indian market”. IKEA’s service experience is critically explored, as well as the concept of “service” in India.

Expected learning outcomes

After studying the case, it is expected that students will have a better understanding of what is a “service experience”, as well as how it can give a company a competitive advantage. It is also expected that students will have a better understanding of the retail market and consumer behavior in India.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 8: Marketing.

Citation

McNamara, T. and Descubes, I. (2016), "Can IKEA adapt its service experience to India?", , Vol. 6 No. 1. https://doi.org/10.1108/EEMCS-10-2014-0245