IKEA, Sweden’s Jewel
Scandinavian efficiency, unique product offerings and a relaxed sense of fun infiltrate every aspect of IKEA’s worldwide empire.
The catalog is produced by IKEA’s Älmhult, Sweden, internal agency in 42 editions in 24 languages. These are distributed in 32 countries to 110 million consumers. For the 2003 catalog, the agency will create four main versions globally—for Europe, North America, the Asia-Pacific markets (including Australia) and a fourth version for “external franchisees” such as Saudi Arabia, Kuwait, UAE, Greece, the Spanish Islands and Iceland.
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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