Ikea: Swedish for Corporate Culture

Ikea is so simple in concept that in reality it is amazing how many other companies fail to duplicate them. Why is it that Ikea is so successful and so many others pale in comparison? Simple, Ikea differentiates itself and their global presence by selling a lifestyle that customers around the world embrace; that they have good taste and recognize value (Capell 2005). Ikea represents a trusted safe zone that people can enter and immediately be part of a like-minded cost/design/environmentally-sensitive global tribe (Capell 2005). Through the years, Ikea has managed to become a curator of people’s lifestyles. Ikea evokes a culture that revolves around contemporary design, low prices, wacky promotions, and enthusiasm (Capell 2005). Contemporary design and low prices are the essence behind their success. "If it wasn't for Ikea," writes British design magazine Icon, "most people would have no access to affordable contemporary design" (Capell 2005). This is a very important quality that Ikea possesses over the competition.

Ikea is not just another furniture merchant producing using low cost methods. Ikea is the only merchant that offers everything under one roof and depicts their products in telepathic ways to the consumer. Forget the genius behind Ikea’s business model and simply marvel at the experience. Walking through Ikea is not perceived as another generalized shopping experience or chore, but rather an outing (Capell 2005). People travel hours and great distances to parade down the wide aisles with excitement of what new idea is around the next corner. Everything from the massive size of the Ikea building to the circular, one way lay-out design is used to gently seduce you into staying longer and shopping more (Capell 2005). The "one-way" layout leads customers along "the long natural way.". This layout is designed to encourage the customer to see the store in its entirety (as opposed to a traditional retail

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