How Ikea Creates Massive Demand For The Ektorp Sofa: It Thinks About Moms
By Gregory P. Shea and Cassie A. Solomon, fastcompany.com
IKEA has made very clear choices about who they will be and to whom they will matter, and why. Can you say the same for your brand?
Göran Carstedt, president of IKEA North America, summoned his top executives to a large meeting room to…
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