How IKEA built its brand
Business Daily
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IKEA's Innovative Shopping Experience
This chapter explores IKEA's unique store layout and its effect on customer behavior, emphasizing the designed flow known as 'The Long Natural Way.' It discusses the evolution of IKEA's business model to meet changing consumer needs, including the shift towards smaller, urban store formats and an omnichannel shopping experience. Additionally, the chapter delves into IKEA's commitment to sustainability and the challenges of balancing eco-friendly practices with consumer expectations in the dynamic Chinese market.
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