Marketing
FOREWORD
The first time I visited an IKEA-store was in Elisabeth, New Yersey, The U.S. The year was
1995 and I still rember the joy and excitement when I entered the building. It was huge and it
was typical Swedish. Being far away from Sweden obviously make you kind of patriotic and
when I saw the IKEA logo with its blue and yellow colors it almost felt like I was home in
Sweden again. I …
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…perspective - through a business
perspective. Very well, here is the result of my research and I hope you will enjoy your
reading. I would not have been able to write this research-paper without help from IKEA. I
particulary thank Britt-Inger Andersson, environmental manager in IKEA of Sweden AB, and
Anders Lennartsson, staff environment of IKEA international A/S for giving me useful/rich
information and moreover for their friendly and encouraging way.
Veronica Thundahl
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