UNIVERSITY OF HERTFORDSHIRE
Academic Year: 2010-11
Marketing and Enterprise
Global Marketing Ethics and Culture
Duration of Exam: Two Hours
CASE STUDY: This Case Study should be released to the students at least 3 weeks prior to the examination.
THE FOLLOWING ARE PROVIDED FOR THIS EXAMINATION:
Number of answer books - One
INSTRUCTIONS TO CANDIDATES:
• Ensure you write your candidate number on any sheets which are to be handed in. • Only University approved calculators are allowed.
• Question Papers must be handed in.
• This is a Closed Book Exam
This paper consists of Six  questions on Two  pages
Ikea Case Study - Global Marketing Ethics and Culture
IKEA catalogue: are there any cultural differences?
IKEA was founded in Almhult, Sweden in 1943 by Ingvar Kamprad. The company name is a composite of the first letters in his name in addition to the first letters of the names of the property and the village in which he grew up: Ingvar Kamprad Elmtaryd Agunnaryd - IKEA.
The IKEA business philosophy is: 'We shall offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them: In the late 1940s, the first IKEA advertisements appeared in local newspapers. Demand for IKEA products soared, and Ingvar Kamprad quickly outgrew his ability to make individual sales calls. As a result, he began operating a mail order catalogue and distributed his products via the county milk van. This resourceful solution to a difficult problem led to the annual lKEA catalogue. First published in Swedish in 1951, the IKEA catalogue was, in 2009, published each summer in 56 different editions, in 27 languages for 35 countries, and is considered to be the main marketing tool of the retail giant, consuming 70 per cent of the company's annual marketing budget. In...
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