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Ikea Case

In: Business and Management

Submitted By mgbirkenhauer16
Words 552
Pages 3
Mike Birkenhauer
Management
10/22/14
Cultivating Innovation at IKEA
As the manager of the IKEA store I have been instructed to change the layout of my store. Corporate headquarters has instructed to me that the change must be “dramatic”. I will use several steps in order to make sure that these changes are in the best interest of IKEA. First, I will form an analysis of opportunities and identify what it is that I want to do. I will then explore multiple different layout options and then select the best option. Moreover, I would begin detailed planning and then implement these changes of the layout of the store. Lastly, I would get feedback to see if it was a good decision or not, if by chance it was not the best layout, then I would choose the next best layout option.
After watching this IKEA commercial of the lady taking out her old lamp and putting it on the curb, and setting up her new lamp on her desk, I have concluded that this commercial is trying to convince consumers that they need to part with their old furniture and buy new, from IKEA. In addition, I found this quote from Alex Bogusky, executive creative director at Crispin Porter, says the "Ikea: Unboring" campaign is trying to convince consumers that it’s okay to throw out Mom's old coffee table and splurge on a new one. While Americans overspend on "fashion" purchases such as clothes and shoes, they still cling to a "till death do us apart attitude" with their furniture”, according to Bogusky.
An IKEA executive named Bill Agee, once said “This is a great time to be more innovative.” I think that he means that it is a good time to try to fix or chang some of the things that aren’t really working out for them. In an internet article I found, Agee stated, “The recession has definitely pushed us to be more aggressive in terms of our presence on the web. It’s pushed innovation in terms of how

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