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Strategies adopted in the International Market: The case of IKEA in France
University of Skövde, School of Technology and Society.
University of Skövde, School of Technology and Society.
2007 (English)Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
Abstract [en]

This Bachelor degree thesis deals with the strategies that IKEA has adopted in France since its establishment up to now. It is essentially based on interview with the person responsible for the public relations of IKEA France. But, other sources were used concerning our empirical findings: IKEA’s brochures, surveys from researchers… The purpose of the thesis is to explain and illustrate how a company succeeded to establish abroad, by applying a domestic concept. This issue is of importance because it provides information for the reader who would like to know how a company can be export all over the world by adapting its policy to the local specificities. It identifies and gives explanations about the marketing strategies implemented to export the IKEA concept to the French market.

Place, publisher, year, edition, pages
Skövde: Institutionen för teknik och samhälle , 2007. , 49 p.
Keyword [en]
IKEA;strategy;adaptation;standardization;SWOT;marketing
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:his:diva-85OAI: oai:DiVA.org:his-85DiVA: diva2:3264
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2007-06-19 Created: 2007-06-19

Open Access in DiVA

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf