Change search
ReferencesLink to record
Permanent link

Direct link
 IKEA's brand culture in today's Chinese market: Focus on Shanghai
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title: IKEA's brand culture in today's Chinese market: Focus on Shanghai

Level: Final assignment for Master of Business Administration

Author: Hongming Yang, Chen Hu 

Supervisor: Maria Fregidou-Malama

Date: 2012-June

Aim: The aim of this study is to analyze the collected information to study the IKEA's brand culture and consumer psychology and behavior in Shanghai market nowadays. By using Hofstede´s cultural dimensions to assess the IKEA's brand culture in Shanghai we give suggestions to IKEA about how to adapt to the regional market. 

Method: Use of primary data which were collected through interviews, with a  questionnaire provided to managers. Secondary data in form of articles, books and published literature has been collected through databases such as DIVA, Emerald and the library at Gävle University. We use qualitative analysis to study the issue.

Result & Conclusions: IKEA's brand culture to provide good quality products to improve people's life in Shanghai in cheap price is not so clearly understood. IKEA has to adjust its marketing strategy, such as improving the quality of its products, or reducing the price, to remove the Shanghai consumers' confusion and misunderstanding of IKEA, in order to suit the Shanghai regional culture.

Contribution of the thesis: We suggest that multinational enterprises should pay attention on the regional culture of the market they want to enter in. It is  important that the enterprises know the Shanghai consumers' culture requirements, which can lead enterprises to promote their brand culture.

Place, publisher, year, edition, pages
2012. , 53 p.
Keyword [en]
IKEA culture, brand culture, culture dimensions, Chinese culture, IKEA in Shanghai
National Category
Business Administration
URN: urn:nbn:se:hig:diva-12292Archive number: E3BA:DiVA 80/2012OAI: diva2:539951
Social and Behavioural Science, Law
Available from: 2012-09-14 Created: 2012-06-26 Last updated: 2012-09-14Bibliographically approved

Open Access in DiVA

fulltext(1142 kB)933 downloads
File information
File name FULLTEXT01.pdfFile size 1142 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
Department of Business and Economic Studies
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 933 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 1241 hits
ReferencesLink to record
Permanent link

Direct link