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Information IKEA

IKEA: cultural preferences

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Ingvar KampradThroughout the entire period of its existence, IKEA has not only tried to delight its customers with the production of high-quality and inexpensive furniture, as well as household goods, but also positioned itself as a company that is inherent in the concepts morality. What else to say about the company, which has taken its origin from a small provincial town Elmhuld - "Sweden's Bible Belt."

IKEA overgrown corporate habits and traditions, while at the same time gradually "conquering" Europe, Asia and America. All anything, but, as it turned out, not all countries are ready to take the peculiar tradition of high moral principle and the Swedes, the cases of so-called clash of mentalities was then, and began.

Already in the 90s, when IKEA expanded its borders to the United States, the first misunderstanding occurred between the company and foreign customers - Swedish the goods did not fit into the everyday life of ordinary Americans. All the dishes seemed too miniature, which is why customers had to buy vases for flowers, mattresses - not soft enough, small, and besides, measured not in the usual inches, but in centimeters. Thus, for the first time, IKEA had to adjust to a new market.

Shopping at IKEA

But not only the specific products, the Swedish methods of recruitment are also different from traditional. Recent events in France - proof, when representatives of IKEA accused illegal surveillance for employees. On the part of the company all the actions explained only innocent desire to "inquire" about the candidate, learn, not listed there for him any shady dealings, because it is the reputation and moral values ​​of potential employees, according to the internal regulations of IKEA, are a priority, rather than their professionalism .   

One of the cases, as we recall, there was a in Russia in 2010, where two local directors were fired for being tolerant of bribing contractors while building a retail space. Recall that IKEA is fundamentally opposed to bribery and various corrupt practices.

Women in IKEA catalogs

Not all sweet is with the IKEA catalog, to Saudi ArabiaFor example, call to exclude from it all pictures of women. Russians are unhappy with the release of the article about a lesbian family and demanded its removal. Yes, to adapt to the new market is difficult, it is recognized and top-managers of the company, but it is worth considering that the output is still done the same for all countries. Do furniture magnate Will sacrifice their principles and begin to adapt to the new market, or all the same will be provided in the center of the conflict - only time will tell!

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