Johan Stenebo

The Truth about IKEA

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How did IKEA become the world's largest design brand, as popular as Lego, CocaCola and Nike? Privately held by one of the world's richest men, the company is renowned for its secrecy. How did the company transform itself from one rural Swedish store to a global behemoth with a turnover of $30 billion and 700 million visitors a year? In this candid analysis, former IKEA top director Johan Stenebo writes for the first time about the corporation's ruthless rise to the top. Revealing IKEA's daring and unique business model, he covers the leadership of IKEA's founder Ingvar Kamprad, with whom he worked closely, and IKEA's resourceful ways of brand management using companies like Greenpeace and WWF to cover environmental issues, as well as its challenging future without Kamprad.'Merciless.' Independent
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325 printed pages
Original publication
Gibson Square

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    Ninohas quoted2 months ago
    increased to cater for
    Yulia Ogorodnikovahas quoted2 years ago
    The familiar quotation by Ingvar that ‘simplicity is a virtue’ is central to the success story. Only mediocre people propose complicated solutions, he preaches. With this approach I shall also consider the IKEA phenomenon.
    mail22801has quoted3 years ago
    . In the company’s particular niche of Scandinavian-designed furniture at low prices

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