Book Review: Great Ikea! A Brand for All the People
TABLE OF CONTENTS
Topic
Page
1.0 INTRODUCTION OF THE AUTHOR
2.0 BOOK REVIEW
3.0 REFERENCE
4.0 APPENDIX
1
2
10
11
1.0 INTRODUCTION OF THE AUTHOR
Elen Lewis is an experienced writer, editor, author and ghost-writer of books, annual reports, websites, blogs, magazines, newsletters, Facebook pages, articles and tweets. She has been the editor of The Marketing Society for eight years and the editor of 26 for two years. She is also a writing trainer who helps organisations in writing more efficiently and effectively. Her clients include Unilever, Diageo, BP, Vodafone, The Marketing Society, 26, Start, DHL and many more
In this book – Great Ikea! A Brand For All The People –, Elen Lewis describes the idea, principles and history that lie behind Ikea, a brand that has changed the way we live. Elen Lewis also tells the story of the Ikea brand, whether as a professional or from the consumers point of view.
The author works independently and not officially employed by Ikea. She made a trip to Sweden to interview key personnel. Furthermore, she also tracks down ex-employees of Ikea, travelling around Europe speaking with Ikea co-workers, persuading people which are close to the company to speak in confidence. Last but not least, she also spent hours and hours watching and talking to Ikea customers and co-workers.
As she learnt more about Ikea, she begins to understand some reasons behind some incidents where Ikea co-workers are not cooperative. Ikea is secretive and does not like outsiders getting too close. This is another reason why the author took months and months to be able to come up with this book
However, she did conclude that despite all the difficulties and challenges she faced, Ikea is still a humble organisation. In Scandinavian countries, it is important not to be perceived as boastful or superior than anyone else. This Swedish brand and image is tightly controlled. On
Topic
Page
1.0 INTRODUCTION OF THE AUTHOR
2.0 BOOK REVIEW
3.0 REFERENCE
4.0 APPENDIX
1
2
10
11
1.0 INTRODUCTION OF THE AUTHOR
Elen Lewis is an experienced writer, editor, author and ghost-writer of books, annual reports, websites, blogs, magazines, newsletters, Facebook pages, articles and tweets. She has been the editor of The Marketing Society for eight years and the editor of 26 for two years. She is also a writing trainer who helps organisations in writing more efficiently and effectively. Her clients include Unilever, Diageo, BP, Vodafone, The Marketing Society, 26, Start, DHL and many more
In this book – Great Ikea! A Brand For All The People –, Elen Lewis describes the idea, principles and history that lie behind Ikea, a brand that has changed the way we live. Elen Lewis also tells the story of the Ikea brand, whether as a professional or from the consumers point of view.
The author works independently and not officially employed by Ikea. She made a trip to Sweden to interview key personnel. Furthermore, she also tracks down ex-employees of Ikea, travelling around Europe speaking with Ikea co-workers, persuading people which are close to the company to speak in confidence. Last but not least, she also spent hours and hours watching and talking to Ikea customers and co-workers.
As she learnt more about Ikea, she begins to understand some reasons behind some incidents where Ikea co-workers are not cooperative. Ikea is secretive and does not like outsiders getting too close. This is another reason why the author took months and months to be able to come up with this book
However, she did conclude that despite all the difficulties and challenges she faced, Ikea is still a humble organisation. In Scandinavian countries, it is important not to be perceived as boastful or superior than anyone else. This Swedish brand and image is tightly controlled. On