Monday, October 23, 2006

Ikea : How the Swedish Retailer became a global cult brand

[Quote]
"More important, says CEO Anders Dahlvig, is that "awareness of our brand is much bigger than the size of our company." That's because Ikea is far more than a furniture merchant. It sells a lifestyle that customers around the world embrace as a signal that they've arrived, that they have good taste and recognize value. "If it wasn't for Ikea,""

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