Abstract
When Marino Maganto, Director of the Badalona IKEA store and head of the planned opening of the centre at Gran Vía 2, looked at the ad agency’s storyboard, he nodded. He liked aggressive advertising and this proposal was just that. In spades. He was just about to open the second IKEA centre in Barcelona’s Metropolitan Area, and the advertising campaign was going to be intense.
Company Fact Sheet:
Turnover 2009: €22.713 billion
Employees 2009: 130,000
Established in Spain: 1996
Operations in: 39 countries, including Saudi Arabia, China, Russia and Thailand.
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© 2013 Josep Francesc Valls Giménez
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Giménez, J.F.V. (2013). Case Studies in Innovation to Produce Lower Prices: IKEA, ING DIRECT, Mercadona and Privalia. In: Beyond the Low-Cost Business. Palgrave Macmillan, London. https://doi.org/10.1057/9781137277534_5
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DOI: https://doi.org/10.1057/9781137277534_5
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-44719-0
Online ISBN: 978-1-137-27753-4
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