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Article
Publication date: 17 July 2007

Bo Enquist, Bo Edvardsson and Samuel Petros Sebhatu

The purpose of this research is to present a model for values‐based sustainable service business grounded in the concept of values‐based service quality.

Abstract

Purpose

The purpose of this research is to present a model for values‐based sustainable service business grounded in the concept of values‐based service quality.

Design/methodology/approach

Based on a literature review and interpretations of five narratives from a values‐driven company, IKEA, the paper proposes a model of values‐based service quality for sustainable service business.

Findings

The study distinguishes four dimensions of values‐based service quality and five dimensions of sustainability. These are all incorporated in the proposed model.

Originality/value

This is a fundamental study of the role of values‐based service quality in creating sustainable service business based on value‐in‐use for customers and the desirable values of corporate culture with which products and services are associated.

Details

Managing Service Quality: An International Journal, vol. 17 no. 4
Type: Research Article
ISSN: 0960-4529

Keywords

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Article
Publication date: 31 October 2008

Ulf Elg, Pervez N. Ghauri and Veronika Tarnovskaya

The purpose is to investigate how a retailer identifies critical network actors and gains their support when entering an emerging market. and to examine the role of a…

Abstract

Purpose

The purpose is to investigate how a retailer identifies critical network actors and gains their support when entering an emerging market. and to examine the role of a firm's relationships with different types of actors on the new market.

Design/methodology/approach

The study is of an exploratory nature, and based on an inductive and qualitative research method. A case study of IKEA's entry into Russia and China was conducted.

Findings

It is argued that IKEA's entry into China and Russia was successful because of its dynamic utilization of matching and networking capabilities. The study explains how the support of relationships with, for example, political actors, interest groups and media supported the entry and the development of a positive consumer image.

Research limitations/implications

This is a qualitative, in depth study and future research is needed in order to test the generalizability of the proposed framework and models.

Practical implications

The paper shows how retail managers can generate the support of different types of actors and relationships when entering new markets.

Originality/value

Traditionally consumer product firms' entry to new markets is regarded as a function of dealing with environmental, cultural and legal differences, and adapting products and strategies accordingly. This paper extends understanding by showing that matching and networking capabilities to mobilize resources, actors and activities on global, macro and micro levels are also critical components. It also relates the firm's business relationships with relationships to socio‐political actors on the new market.

Details

International Marketing Review, vol. 25 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

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Case study
Publication date: 2 May 2016

Tom McNamara and Irena Descubes

Marketing and Strategy.

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.

Details

Emerald Emerging Markets Case Studies, vol. 6 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

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Article
Publication date: 10 October 2008

Veronika Tarnovskaya, Ulf Elg and Steve Burt

The aim of this paper is to examine the relationship between corporate branding and market driving. This is achieved by focusing on key dimensions of brand identity such…

Abstract

Purpose

The aim of this paper is to examine the relationship between corporate branding and market driving. This is achieved by focusing on key dimensions of brand identity such as brand values and staff behaviours, while acknowledging the role of vision and organisational culture. The links between these brand constituents and the actual activities of the firm in a market are explored through interactions with stakeholders.

Design/methodology/approach

This research is based on an in‐depth case study of IKEA at a corporate level and its local market activities in Russia. The single‐case approach is used to generate insights into how corporate branding is related to market driving practices and to identify the mechanisms of market driving in the Russian market.

Findings

The corporate brand provides a further source of the “leap” in customer value recognised as a requirement for a market driving approach. Through a case study of IKEA in Russia it is shown that the core values of the brand guide both the behaviour and activities of internal stakeholders and the relationships with external stakeholders, and the interactions between the corporate “global” brand values and local market level activities are explored.

Originality/value

The paper provides insights on the role of a corporate brand as a driving force of market driving from a broad stakeholder perspective.

Details

International Journal of Retail & Distribution Management, vol. 36 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 1 May 2006

Bo Edvardsson, Bo Enquist and Michael Hay

The purpose of this paper is to present a model for values‐based service brands grounded in values‐based service management. In undertaking this task, the paper addresses…

Abstract

Purpose

The purpose of this paper is to present a model for values‐based service brands grounded in values‐based service management. In undertaking this task, the paper addresses two research questions: “What is the role of values in creating customer value and corporate identity?” and “How can values and corporate identity be communicated to customers and thus contribute to customer‐perceived service value?”.

Design/methodology/approach

Based on five narratives from a value‐driven company, IKEA, the paper proposes a model of values‐based service brands in action. The model is based on interpretations of how IKEA manages and communicates values in practising values‐based service management.

Findings

The study distinguishes four types of “values” in the example of IKEA: economic, social, environmental, and communication‐based. These are incorporated into the model.

Originality/value

This is the first study of the role of values‐based service brands in creating value in use for customers.

Details

Managing Service Quality: An International Journal, vol. 16 no. 3
Type: Research Article
ISSN: 0960-4529

Keywords

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Article
Publication date: 3 July 2009

Ulf Johansson and Åsa Thelander

The purpose 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…

Abstract

Purpose

The purpose 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 are conducted and studies on business and retailing in China are 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 paper shows the challenges for a standardised marketing concept and its implications.

Originality/value

The paper 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.

Details

International Journal of Quality and Service Sciences, vol. 1 no. 2
Type: Research Article
ISSN: 1756-669X

Keywords

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Article
Publication date: 29 April 2014

Sandra Jönsson, Tuija Muhonen, Christina Scholten and Anders S. Wigerfelt

The purpose of this paper is to discuss and problematise how leadership and employees, or “employeeship”, are constructed within IKEA, a global firm often associated with…

Abstract

Purpose

The purpose of this paper is to discuss and problematise how leadership and employees, or “employeeship”, are constructed within IKEA, a global firm often associated with national identity, and connected to distinct values and a leadership ideal. From a critical management perspective, the authors' intent was to study whether there were hierarchies and polarisations in constructions of leadership and, if so, how they were manifested.

Design/methodology/approach

The empirical material consists of 17 interviews with Swedish and non-Swedish managers at the senior management level and internal documents.

Findings

The analysis of the empirical material supports the finding that employees are constructed in superior vs subordinate positions based on beliefs about nationality (ethnicity), wherein the construction of Swedishness is ranked above other nationalities. Based on these constructions, two different dimensions of a leader emerge. The first dimension is one of leading and supporting, which involves personal development and is regarded as something positive. The second dimension involves being a manager, which is perceived as conservative, dreary and unappealing.

Originality/value

The study illustrates how leaders in a global firm construct hierarchies and polarisation in the daily work.

Details

Cross Cultural Management, vol. 21 no. 2
Type: Research Article
ISSN: 1352-7606

Keywords

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Article
Publication date: 24 April 2013

Patrik Jonsson, Martin Rudberg and Stefan Holmberg

The purpose of this paper is to analyse the prerequisites and effects of centralised supply chain planning at IKEA, and to explore how the planning process, planning…

Abstract

Purpose

The purpose of this paper is to analyse the prerequisites and effects of centralised supply chain planning at IKEA, and to explore how the planning process, planning system, and planning organization make up a centralised planning approach.

Design/methodology/approach

The paper is based on a longitudinal case study of IKEA's implementation of global supply chain planning. The literature review generated a framework which identifies prerequisites for, approaches to, and the effects of and obstacles to centralised supply chain planning. This framework was used to analyse IKEA's supply chain planning before and after the implementation. Finally, the authors reflected upon the learning from IKEA and refined the framework.

Findings

A number of prerequisites for centralised supply chain planning were identified: functional products, vertical integration, a dominating organization possessing the power and competence to enforce the implementation, and the use of one planning domain possessing all critical planning information. The direct effects of centralised supply chain planning were related to supply chain integration, standardisation, specialisation, and learning effects. Implementing centralised supply chain planning in an appropriate planning context led to several operational performance improvements. Obstacles were mainly related to human and organizational, as well as to software and data issues.

Research limitations/implications

This is a first approach towards development of a framework of how to design, use and benefit from centralised supply chain planning. The developed conceptual model, which is refined through the case study, offers some generalizability in researching centralised supply chain planning.

Practical implications

The findings show that centralised supply chain planning is a necessity for a large and growing, global supply chain striving for low‐cost production and efficiency.

Originality/value

IKEA is a unique case with its supply chain characteristics and recently implemented planning concept.

Details

Supply Chain Management: An International Journal, vol. 18 no. 3
Type: Research Article
ISSN: 1359-8546

Keywords

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Article
Publication date: 12 September 2008

Pervez N. Ghauri, Veronika Tarnovskaya and Ulf Elg

The purpose of this paper is to explore how a global supplier network can support and contribute to a market driving strategy. Theoretically, the paper contributes by…

Abstract

Purpose

The purpose of this paper is to explore how a global supplier network can support and contribute to a market driving strategy. Theoretically, the paper contributes by integrating the market driving strategy and the network approach. IKEA is considered one of the leading market driving firms. The paper studies its activities in establishing supplier networks in Russia and Poland.

Design/methodology/approach

This is an exploratory study of four suppliers of IKEA in Poland and Russia. Data are collected through 11 in‐depth interviews with IKEA's corporate and middle level managers and with managers and technicians from its suppliers in Russia and Poland. Results are drawn through matrix coding techniques and pattern matching.

Findings

Findings confirm IKEA's market driving strategy and how it has been able to restructure the market and successfully develop an efficient supplier network as a part of its market driving strategy.

Originality/value

Market driving approach has been suggested as a more pro‐active form of market orientation. It is characterised by an ability of the firm to shape the market conditions, to influence customers and offer completely new value propositions through its unique business process.

Details

International Marketing Review, vol. 25 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 13 March 2009

Mette Andersen and Tage Skjoett‐Larsen

The paper aims to present a conceptual framework for analysing CSR practices in global supply chains. It also seeks to demonstrate how a pioneering Swedish company, IKEA

Abstract

Purpose

The paper aims to present a conceptual framework for analysing CSR practices in global supply chains. It also seeks to demonstrate how a pioneering Swedish company, IKEA, implements and manages CSR practices at its suppliers.

Design/methodology/approach

A case analysis of IKEA illustrates the implementation and management of CSR practices in supply chains. The focus is on internal and external integration of CSR practices in the supply chain. IKEA holds a leading position in its supply chain and is a global brand‐owner. Personal interviews are performed with employees from one of the company's trading areas.

Findings

Practising CSR in supply chains requires that CSR is embedded within the entire organisation, including subsidiaries abroad and offshore suppliers. It includes employee training and sharing of experience, training of key personnel at the supplier level, positive incentives for suppliers in the form of long‐term contracts and enlarged purchasing orders, and regular auditing of suppliers' performance.

Research limitations/implications

The paper focuses on CSR practices in a specific company's supply chain. Therefore, the findings cannot be generalised to other companies. Also, the practices have been studied from the perspective of the focal company.

Practical implications

The CSR practices of IKEA can serve as inspiration for other companies that are considering adopting corporate codes of conduct.

Originality/value

The paper presents a company that has a long tradition for working with environmental and social issues. The paper demonstrates how the actual management of CSR practices is determined by context‐dependent factors.

Details

Supply Chain Management: An International Journal, vol. 14 no. 2
Type: Research Article
ISSN: 1359-8546

Keywords

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