Ikea and the anthropology of sofas

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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