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| Author: | Mårtenson, R. |
| Title: | IKEA: visionary brand building through employees |
| Journal: | European Retail Digest
2001 : SEP, 31, p. 32-33 |
| Index terms: | BRANDS FURNITURE INDUSTRY SWEDEN |
| Language: | eng |
| Abstract: | Ikea is the unchallenged market leader in home furnishing and is on a rapid global expansion tour, the speed of which is only held back by the lack of managers experienced enough to lead the company in new markets. This article reflects that and Ikea's other keys to success in visionary brand building. |
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