Essays about: "IKEA brand strategy"

Showing result 1 - 5 of 8 essays containing the words IKEA brand strategy.

1. 1. Humans as enablers of digital transformation of retailers: The design system SKAPA and its users as capabilities for IKEAs digital transformation

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lauriane Martine Jambu; Nina Lotz; [2023]
   Keywords : digital transformation; retail industry; design system; dynamic capabilities; digital maturity; adoption; human factors; Business and Economics;

   Abstract : This thesis aims to explore how a design system can serve as a resource for digital transformation within the retail industry, by drawing from the dynamic capabilities approach and the digital maturity framework by Pinto et al. (2023). READ MORE

3. 2. Integrating and Communicating Sustainability Case Study: A global brand’s integration of sustainability in its corporate brand identity & external brand communication; a globalized & standardized vs. localized approach

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Louise Hägg; Louise Andersson; [2022]
   Keywords : global brand; IKEA; corporate brand identity; sustainability; external brand communication; standardized vs. localized; Business and Economics;

   Abstract : This thesis has the purpose to research how a global brand integrates sustainability as part of its corporate brand identity and how the brand communicates sustainability to the local market, using a standardized or localized communication approach. The theoretical perspective is to incorporate the Corporate Brand Identity Matrix & Integration for sustainability — implementation model to analyze a global brand’s approach to integrate and communicate sustainability to the local market. READ MORE

4. 3. Leveraging brand co-creation in a digital era: An IKEA case study

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Julia Örnhem; Sophie Weir; Jesper Karlsson; [2021]
   Keywords : Co-creation; IKEA; Brand Engagement; Brand Self-congruity; Category Involvement; Brand Interactivity; Brand Communities; Brand Value; Brand Knowledge; Web 2.0; User Generated Content; Business and Economics;

   Abstract : Purpose: The purpose is to examine how IKEA works with customer brand co-creation and how it can be further leveraged in the digital era. Methodology: This paper adopts a qualitative case study method, where the primary data consists of an interview with a Social Media Specialist with pre-existing knowledge of brand co-creation at IKEA in Sweden. READ MORE

5. 4. Social Media Marketing Strategies and Consumer Engagement during the COVID-19 Pandemic : An exploratory study of IKEA, including a multiple-case comparison between the UK, Australia and Sweden.

   University essay from Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap

   Author : Johanna Stenberg; Milana Ruljova; [2021]
   Keywords : Social Media Marketing Strategy; Consumer Engagement; Instagram; COVID; IKEA;

   Abstract : ABSTRACT Background: The marketing efforts made by firms have been forced to change dramatically during the past year as a consequence of the COVID-19 pandemic. Online communication and social media platforms have seen a boom in users and firms have been forced to switch both their sales and marketing efforts to the online world. READ MORE

6. 5. ‘Data over intuition’ – How big data analytics revolutionises the strategic decision-making processes in enterprises

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Filip Höcker; Finn Brand; [2020]
   Keywords : Big data; Big data analytics; Strategic decision-making; Strategy-as-practice; Data driven decision-making;

   Abstract : Background: Digital technologies are increasingly transforming traditional businesses, and their pervasive impact is leading to a radical restructuring of entire industries. While the significance of generating competitive advantages for businesses utilizing big data analytics is recognized, there is still a lack of consensus of big data analytics influencing strategic decision-making in organisations. READ MORE