Management interculturel : la prise en compte différences culturelles chez Ikea
Date de publication :
14/10/2009
Langue :
Anglais
Format :
.doc
Nombre de pages :
7 pages
Sommaire :
Sommaire
- Presentation of the company
- Issues due to cultural differences
- Recommendations and the five dimensions of Hofstede
Résumé :
Globalization is today part of most companies. If they want to become more influent, they have to enter new markets and open new subsidiaries. But for this, they have to study well the market they want to enter because it can be some economical, political and cultural differences. This can make fail some partnerships or ventures if some aspects are not taken into account.
To be successful, these companies have to support their brands by intensive advertising campaigns, some constantly renewed products and attractive packaging. It is the only means to impose a distinct brand image and make the customers faithful.
ikea, the world's largest home furnishing retailer, is however still unknown in some locations and has to consider the different barriers it can have to face and see how it could handle with them to enter these markets. We will make in a first part a presentation of the company, then we will study what were the issues due to cultural differences that ikea had to face and in a third part, some possible recommendations and the five dimensions of Hofstede.
To be successful, these companies have to support their brands by intensive advertising campaigns, some constantly renewed products and attractive packaging. It is the only means to impose a distinct brand image and make the customers faithful.
ikea, the world's largest home furnishing retailer, is however still unknown in some locations and has to consider the different barriers it can have to face and see how it could handle with them to enter these markets. We will make in a first part a presentation of the company, then we will study what were the issues due to cultural differences that ikea had to face and in a third part, some possible recommendations and the five dimensions of Hofstede.
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