IKEA: How IKEA got over itself and became happy inside (or cultural integration in three easy-assemble steps)
Jacob WrightMother Advertising Ltd
SUMMARY
Over the last 25 years IKEA has built a successful business in the UK, much as it has in most of the world, by sticking to a successful formula. As with most confident, global brands, it has tended to communicate “brand-centrically” - by stating what it is, but doing so in the local language.
In 2010 cultural and economic shifts in the UK created a very difficult environment for IKEA and one in which it seemed IKEA's...