IKEA.

The article examines how Swedish retailer Ikea became a global brand. Ikea accounts for just five to 10 percent of the furniture market in each country in which it operates. CEO Anders Dahlvig emphasizes brand awareness and lifestyle. To keep sales growing, Ikea is accelerating store rollouts. The key to the rollouts is preserving the strong enthusiasm that Ikea evokes. The global middle class that Ikea targets shares buying habits. Practices that define Ikea culture include egalitarianism and competitiveness. The company's designers work with in-house production teams to identify appropriate materials and least costly suppliers. Suppliers and designers customize some Ikea products to make them sell better in local markets. INSETS: What a Sweetheart Of a Love Seat;How to Build a Cilt Brand;Swden's Answer To Sam Walton;Need a Home to Go with that Sofa?