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Johan Stenebo

The Truth about IKEA

How did IKEA become the world's largest design brand, as popular as Lego, CocaCola and Nike? Still privately held, the company is renowned for its secrecy. In this candid analysis, former IKEA top director Johan Stenebo writes for the first time from inside corporation how the company transformed itself from one rural Swedish store of all sorts to a global behemoth with a turnover of over $30 billion and 700 million visitors a year purely on cash flow. Revealing IKEA's daring and unique business model warts and all, he covers the leadership of IKEA's controversial founder Ingvar Kamprad, whose right-hand man he was, and IKEA's resourceful ways of brand management using companies like Greenpeace and WWF to cover environmental issues.
324 páginas impressas
Detentor dos direitos autorais
Bookwire
Publicação original
2010
Ano da publicação
2010
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Citações

  • b7600528398fez uma citaçãohá 6 meses
    ams there is also a model workshop at home in Älmhult. Soon there is a sturdy prototype of BOSSE to gather around in the business area. Three-dimensional
  • b7600528398fez uma citaçãohá 6 meses
    ams there is also a model workshop at home in Älmhult. Soon there is a sturdy prototype of BOSSE to gather around in the business area. Three-dimensi
  • b7600528398fez uma citaçãohá 6 meses
    g range. Obviously especially on the catalogue range, since that is the only promise made by IKEA to the customer. At the same time a lot of time is dedicated to securing the launch of new products for the new range and catalogue. But the long-term plan and range for the following year must always be present.

    To develop a product takes on average tw

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