Food in IKEA: A Strategy to Support the Core Business

Dario A. Schirone, Germano Torkan

Abstract


This work moves from the idea that new and atypical marketing techniques can support commerce. These devices are useful because they answer to a new kind of relationship between business and consumer. One such unconventional approach is demonstrated in the example of a specialty furniture company. The multinational company IKEA implemented a food-marketing policy as collateral service to the core business. The strategic importance of this policy was demonstrated through the resulting boost in sales. The empirical evidence was gathered through measurement and analysis of consumer expenditure. This was monitored under various purchasing conditions. Analysis presents the dimensions resulting from such a successful strategy, showing how the most effective promotional technique is carried out within a single store.


Full Text: PDF DOI: 10.5430/bmr.v1n4p81

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Business and Management Research
ISSN 1927-6001 (Print)   ISSN 1927-601X (Online)

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