![]() ![]() 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. Research limitations/implications – The present paper shows the challenges for a standardised marketing concept and its implications. Several of the changed strategies are central to the business concept of IKEA. 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. Interviews with senior managers at IKEA are conducted and studies on business and retailing in China are used. The paper builds on both primary and secondary data. ![]() George Yip is the former Dean of the Rotterdam School of Management Erasmus University and a sought after speaker on global strategy and marketing, managing global customers, internationalization and competitiveness. 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 Internet affects industry specific market globalization drivers in several ways. ![]() IKEA's strategy in China is compared to its corporate strategy throughout the rest of the world. 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. research and looks at the drivers of NGO internationalisation the full study is reported in Baguley (2004). ![]()
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