Above and beyond? How businesses can drive sustainable development by promoting lasting pro-environmental behaviour change: An examination of the IKEA Live Lagom project

Current global changes require new business approaches driving sustainable development on all fronts. To date, most business approaches have focused on sustainable marketing and corporate social responsibility initiatives. In this field study, we examine IKEA's Live Lagom project, a 3-year behaviour change initiative that aimed to explore how to go above and beyond conventional approaches demonstrating how businesses could support sustainable development by supporting their customers' attempts to live more sustainable lifestyles. We examined the effectiveness of the project involving multifaceted behaviour change interventions, testing for behavioural changes both during and after the project period. In addition, we explored changes in participants' attitudes towards the company. Findings show that the extensive set of interventions led to changes in pro-environmental behaviours across all three participant groups with potentially positive impacts on the customer–company relationship. The article thus provides a call for further businesses to engage in similar behaviour change projects that would allow citizens to engage in more sustainable lifestyles and behaviours across contexts.     

Ambidexterity as a dynamic capability in the globalization of the multinational business enterprise (MBE): Case studies of AB Volvo and IKEA

Most current research argues that globalization of companies is a myth. In spite of this Swedish firms have managed to globalize successfully according to a study by Vahlne and Ivarsson (2014). On a general level this is because they managed to build strong advantages and learned to overcome barriers constituted by cultural, institutional and geographic distance. We elaborate on the expectation that organizational ambidexterity has explanatory power for profitable globalization. We perform case studies of IKEA and AB Volvo to motivate our expectation and illustrate how these firms have been able, or not able, to balance and manage the simultaneous processes of exploration and exploitation. Ambidexterity is included in the package of dynamic capabilities affecting the globalization process positively. We find that being proactive in exploration and improving on the effectiveness in exploitation may lead to successful globalization performance.     

Knowledge and knowledge sharing in retail internationalization: IKEA's entry into Russia

Abstract

Research on retail internationalization and internationalization in general acknowledges the relevance of knowledge management and organizational learning, even though there is a lack of discussion about the specific constructs and approaches that would be most fruitful. The central role of knowledge sharing in the internationalization process is rarely stressed. Furthermore, the specificities of retailing are likely to require special considerations if we are to be able to develop a theoretical as well as a practical understanding of knowledge and knowledge sharing in the internationalization process. The aim of this paper, therefore, is to develop a tentative approach to knowledge and knowledge sharing in international retailing based upon previous literature about knowledge sharing and the internationalization process and a case study of IKEA's entry into the Russian market.     

Retail Image as Seen through Consumers' Eyes: Studying International Retail Image through Consumer Photographs of Stores

Abstract

The aim of this article is to explore how retail store image is perceived by consumers from different cultural backgrounds and with different degrees of awareness and experience of the retailer. The subject is IKEA, a retailer recognized as having a global approach to the markets in which it operates, resulting in a highly standardized approach to store branding. However, rather than employing traditional methodologies to elicit consumer perceptions of store image, we attempt to capture consumer perceptions through interpretations of the visual images generated by the participants themselves. The photo-elicitation method employed captured the different interpretations and meanings attached to commonly identified elements of store image and reinforced the central role played by the store itself in retail image formation.     

Big-box retail entry in urban and rural areas: are there productivity spillovers to incumbent retailers?

This paper empirically measures the potential spillover effects of big-box retail entry on the productivity of incumbent retailers in the entry regions, and investigates whether the effects differ depending on the size of the new establishment relative to the size of the local market. The results indicate that big-box entry increases the productivity of incumbent stores in two of three rural entry regions where the IKEA is large relative to the local retail market, while no productivity spillover effects could be found in the case of the urban IKEA entry in Gothenburg.     

Two retailers go global – the geographical dimension

The world-wide expansion of two specialist retailers is analysed. Looming market saturation at home is a potential and quantifiable trigger (‘Why?’). It is paralleled by strong entrepreneurial ambition and possibly the desire to pre-empt competitors (‘When?’). Centralized and standardized operations favour organic growth through owned stores (‘How?’). The process follows roughly decreasing cultural closeness (‘Where?’), to which the logistics function coupled with relative market size may cause aberrations. In unfamiliar and distant markets, franchising is used which calls for a separate and more random entry sequence.     

体验营销对顾客满意度的影响研究——以宜家为例

体验营销侧重于消费者精神和心理需求的满足,顾客满意度是体验营销效果的一个重要考量指标。本研究选取宜家作为研究对象,围绕体验营销的五个构成维度与顾客满意度的相关性展开研究。分析表明,体验营销对顾客满意度有正向影响,其中感官体验的影响最大。本文基于实证分析结果,为我国企业更好的实施体验营销提出了相关建议。     

Exploring store format development and its influence on store image and store clientele – the case of IKEA’s development of an inner-city store format

Abstract

A changed technological landscape and radically changed consumer behavior are forcing retailers to rethink their business models, retail formats, and retail offerings. The global retailer IKEA is no exception in this development. Recently, the traditional IKEA format, which has been so successfully duplicated across the world over the years, has been complemented with other formats that are new and innovative for IKEA. Based on an empirical investigation of consumer perceptions of the store format development in Hamburg-Altona, Germany, the present study explores format development and its influence on store image and clientele, considering also the purpose of visiting IKEA and how this seems to have changed with the introduction of the new format. We also discuss the core aspects of the IKEA formats, and the fact that although some things have changed, others have stayed the same to preserve the IKEA image.     

A transnational perspective on knowledge sharing: lessons learned from IKEA's entry into Russia,China and Japan

When adopting the view of the multinational corporation (MNC) as a transnational corporation, subsidiaries become strategic partners. It is important to recognize that within the MNC knowledge may originate also from subsidiaries and thus flow in different directions. The aim of the article is to understand the role of multiple knowledge flows when international retail firms enter new markets. A qualitative case study of IKEA is reported which focuses on lessons learnt from entering Russia, China and Japan. The discussion centres on forward, reverse and lateral knowledge flows within the IKEA world. Taking a transnational perspective stresses the need to understand multiple knowledge flows in order to secure both differentiation and integration.