IKEA's attempts to smoothly achieve corporate sustainability consistency: The deep challenges of aligning employees and customers across the globe

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This research paper addresses retailer IKEA's strategic challenges surrounding corporate sustainability activity and branding across their diverse markets. The employee respondents' sustainability perceptions of IKEA included its organizational personality, the presence of competing forces in-store, and IKEA leading by example as a sustainability enabler. Varying perceptions on sustainability caused uncertainty and instability in IKEA's business model; for example, some store managers felt uncomfortable funneling sustainable messaging onto in-store customers. Therefore individual manager approaches to sustainability are a key driver in IKEA's sustainable delivery. Three change implementation phases were identified in an attempt to remedy these location-based inconsistencies.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2021), "IKEA's attempts to smoothly achieve corporate sustainability consistency: The deep challenges of aligning employees and customers across the globe", Strategic Direction, Vol. 37 No. 4, pp. 31-33. https://doi.org/10.1108/SD-01-2021-0003