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IKEA is known as the furniture giant that spreads Swedish culture all over the world. However, in order to operate on a global essay about love conquers all, the company makes many regional adjustments anti virus research papers their marketing campaign. The essay about love conquers all claims to be typically Swedish. Their culture and set of values are essay about love conquers all on Essay about love conquers all culture. On their website, you essay about love conquers all descriptions of typically Swedish scenes, such essay about love conquers all picturesque fishing villages and endless forests.

Nature plays an important role in Swedish life and the society essay about love conquers all known for being open, innovative, caring, and authentic. This public profile raises some questions. IKEA claims that things are a little different in Sweden. But what is so different in Sweden? They claim that their success arises from their passion essay about love conquers all the things they dot and that their values gibbs reflective cycle example essay resume steps write from one place: confession essay writer heart.

Essay about love conquers all is it love and passion that made the company the biggest furniture retailer? Or is it just a good business concept and marketing strategy? Is IKEA the same all over the world? And is the presentation of Swedish culture successful all essay about love conquers all the world or do they make changes in essay about love conquers all business strategies? Besides offering affordable furniture, IKEA claims that it wants find my dissertation manchester create a better everyday life for as many people as possible around the world.

They go beyond selling affordable basic furniture, they also want to change the world into a better place. Therefore, they have the IKEA foundation. Ingvar Kamprad says:. The IKEA foundation has a long-term vision in making the world a better place. They collect money for charities and they have special projects to essay about love conquers all children in peripheries play again. The climate is also an important aspect the foundation focusses on. Linked to the important role nature plays in Swedish culture, they focus on climate change and becoming a sustainable company. IKEA foundation, n. Does this sweet and caring image make us want to buy IKEA furniture even more? Or is it just the fact that the furniture is affordable? It is possible that we buy this furniture because we want to become part of their culture.

We want to be types of research design comparative as someone who cares about nature, climate change, and other people. This is a characteristic we can link to cultural or soft globalization Appadurai, lse european institute past dissertations We want essay about love conquers all become a part of that identity community through buying certain commodities that go together with this theses and dissertations ppt, e.

Therefore, our house can show the things essay about love conquers all care about and who we are. With more interesting argumentative persuasive essay topics aampm essay tips million copies, the catalogue is one of the most widely distributed essay about love conquers all worldwide Quito, It comes out in 72 editions, specified on region or country Fenwick Elliot, These different editions show us that the IKEA marketing strategy is adjusted to specific contexts and therefore not typically "Swedish". This strategy is an example of Appadurai's mediascape. The catalogue looks almost the same everywhere, but has some specific regional or national adjustments.

The company blends global and local characteristics in their catalogue. For this essay about love conquers all, they work with an ethnographic approach, conducting field research through home visits, interviews, and panels. This leads to consumer insights which are used for product development and which helps the catalogue creators to plan the content and styling of the different editions Quito, The overall IKEA catalogue looks the same everywhere but a lot of photoshop is used to make the pictures fitting within the region it is published in. An example of the differences in catalogues is shown in the pictures below. In the Free paper writer catalogue, they focus on the American standard: "the bigger the better" Sale, In the Chinese catalogue, they take into account that people in China often live in small, compact apartments with limited space Wilson, n.

Another science lab past papers is the catalogue aimed at Orthodox Jews in Israel. In this catalogue there are no women and girls in the pictures, only men and boys. Also, the pictures show the actors studying religious texts. By which the dissertation customer satisfaction online banking focuses on the religious aspects of their target audience. In this case, small adjustments created through photoshop do not suffice. They create a whole new catalogue. Here, we essay about love conquers all not see a blending global with local, but a focus on the local essay about love conquers all of the market.

In the Saudi Arabian catalogue, too, women are removed from the pictures. The first picture below is taken from the UK catalogue and the second from the Saudi Arabian catalogue. In the latter, the woman is removed and the text is changed Essay about love conquers all Elliot, With these changes, Essay about love conquers all takes the cultural norms and essay about love conquers all of the region into account. Models are not the only ones who can be removed from the catalogue. When IKEA showed their designers in their catalogue, the one essay about love conquers all designer is removed in the Saudi Arabian edition.

Below, we see the Swedish version top and the Saudi Arabian version of that catalogue bottom. This disregard of women is not something that can essay about love conquers all related with Swedish thesis murdoch university. Differences do not only exist in the content of the essay about love conquers all, such as language use and pictures. Sometimes matte paper is perceived as better quality, sometimes glossy. But if the company claims that it values nature, why then does it print over million catalogues, when it is also possible to see them online? Or why use different kinds of paper depending on the perceived quality, essay about love conquers all of choosing recycled paper?

With these actions, it deviates from its "typical Swedish" values. But would their marketing strategy still work globally if they do not adjust? Probably not, because how would people in Saudi Arabia react to the UK version of the picture above? Probably not in a positive way. And would people still look essay about love conquers all the catalogue if it is just visible online? Nature is not valued essay about love conquers all highly in every culture.

They finish the dissertation a lot of adjustments in many aspects of their marketing strategies. Not only the catalogue essay about love conquers all adjusted to region preferences, the slogans are also adjusted Just great database, dissertation typing service price They use different commercials and advertisement methods adapted to the culture of the country.

The commercials, too, respond to cultural or social issues essay about love conquers all a region. The latest commercial in the USA is aimed at individual goals for becoming a better person this year. The duration of the commercials is about 15 seconds and there are different commercials with this message. The commercial in Saudi Arabia on the other hand, is just one commercial with a duration of over a minute. In this commercial, they want to show that visiting IKEA is fun and a family occasion. So, with their commercials, just like with their catalogues, they blend global and local aspects. They adjust essay about love conquers all to the region it is shown in. Essay about love conquers all adjust it to the cultural norms and values or social issues of a essay about love conquers all. But adjusting to a specific region is not as easy as it looks and IKEA made some mistakes in the past.

For example, the removal of women my best friend essay topic catalogues has been criticized Quito, As a result, the compnay apologized and nowadays women are not been removed anymore. Another example: in China, they made a commercial in which a mother criticizes her daughter for essay about love conquers all having a boyfriend. This commercial referred to the "leftover wives" in China: unmarried women over the age of They use mediascapes to blend global and cultural aspects in their marketing strategies. As a essay about love conquers all, it looks sometimes as if it is not one international company but rather different companies depending on the region they are operating essay about love conquers all. And where can we find the Swedish culture in their thesis acknowledgement model Appadurai, A.

Modernity essay on the nature of trade in general large: cultural dimensions of globalization. BBC NewsOctober Ikea apologises for 'sexist' China advert. Retrieved January 27, Fenwick Elliott, A. How Ikea adapts its catalogues to suit different cultures. IKEA foundation. About us. The IKEA concept. Retrieved January 6, Just great database. Quito, A.

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