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- Burt, Steve, et al.
(author)
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Retail Image As Seen Through Consumers' Eyes: Studying international retail image through consumer photographs of stores
- 2007
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In: International Review of Retail Distribution & Consumer Research. - 0959-3969. ; 17:5, s. 447-467
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Journal article (peer-reviewed)abstract
- The aim of this article is to explore how retail store image is perceived by consumers from different cultural backgrounds and with different degrees of awareness and experience of the retailer. The subject is IKEA, a retailer recognized as having a global approach to the markets in which it operates, resulting in a highly standardized approach to store branding. However, rather than employing traditional methodologies to elicit consumer perceptions of store image, we attempt to capture consumer perceptions through interpretations of the visual images generated by the participants themselves. The photo-elicitation method employed captured the different interpretations and meanings attached to commonly identified elements of store image and reinforced the central role played by the store itself in retail image formation.
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- Johansson, Ulf, et al.
(author)
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A standardised approach to the world? IKEA in China
- 2009
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In: International Journal of Quality and Service Sciences. - : Emerald. - 1756-669X. ; 1:2, s. 199-219
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Journal article (peer-reviewed)abstract
- Purpose The aim of this paper is to analyse the marketing strategy in China of the furnishing retailer IKEA in the context of standardisation and adaptation of marketing activities. IKEA’s strategy in China is compared to its corporate strategy throughout the rest of the world. Design/methodology/approach The four P classifications are used as a framework to compare the central marketing strategies of IKEA with marketing strategies used in China. The paper builds on both primary and secondary data. Interviews with senior managers at IKEA have been conducted and studies on business and retailing in China have been used. Findings The marketing strategies used by IKEA in China are found to be different from the standardised strategies it uses throughout the rest of the world. Several of the changed strategies are central to the business concept of IKEA. Research limitations/implications The present study shows the challenges for a standardised marketing concept and its implications. Originality/value The study provides, in the context of the standardisation and adaptation of marketing activities, a more nuanced and up-to-date picture of the strategies used by IKEA compared to previous studies.
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- Johansson, Ulf, et al.
(author)
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Ikea in China
- 2006
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Conference paper (other academic/artistic)
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- Lindén, Anna-Lisa, et al.
(author)
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Energianvändning. Konsumenters beslut och agerande.
- 2009
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Reports (other academic/artistic)abstract
- Skriften inleds med en genomgång av kunskapsläget kring faktorer som påverkar kunders attityder, beteende samt faktorer kring beslut om inköp av vitvaror och investeringar i ny uppvärmningsteknik eller byggnadsåtgärder i bostaden. I översikten presenteras även kortfattat resultat kring ett antal svenska och internationella interventionsprojekt för energieffektivisering i hushåll. Forskningen i detta program har som fokus hushållens energianvändning för uppvärmning av bostaden. Fastighetsägare och förvaltare till flerbostadshus samt hushåll som bor i privata småhus ingår i studien. Förutom hushållens attityder och beteende kring energieffektivisering i hemmet analyseras hushållens kunskap och förmåga att påverka sina elkostnader genom att agera, dvs. ändra sitt avtal med eller byta elleverantör utifrån den information som förmedlas till dem. Forskningsprogrammet innehåller tre delprojekt nämligen Värme i bostäder; Att värma bostäder och Hushåll på elmarknaden.
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