IKEA, Sweden’s Jewel
Scandinavian efficiency, unique product offerings and a relaxed sense of fun infiltrate every aspect of IKEA’s worldwide empire.
For example, through research and cooperation with groups such as Global Forest Watch, IKEA executives are working toward their goal of sourcing all wood products from verified, well-managed forests.
In addition, strict standards are imposed on the use of chemical elements such as formaldehyde in board materials and the flame retardants applied to upholstery materials. Alternatives to environmentally unfriendly materials such as PVC are being introduced to the range. And of course, all catalogs are printed on recycled paper.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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