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NOV 2005

Ikea: How the Swedish Retailer Became a Global Cult Brand

BusinessWeek, November 14, 2005 — Penguino is a citizen of Ikea World, a state of mind that revolves around contemporary design, low prices, wacky promotions, and an enthusiasm that few institutions in or out of business can muster.

Categories: Brand Strategy, Customer Experience
Tag: Ikea

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