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Essay / Research Paper Abstract
This 8 page
report discusses the Swedish furniture chain IKEA. With the slogan “affordable solutions
for better living,” IKEA appeals to people who understand that functionality has its own
form of beauty and style. The company also explains “ours is not a flashy crusade” in its
“Unboring Manifesto” in which it makes it clear that they understand that people “who
really needed a more beautiful home weren’t able to afford it.” The end result has been a
success story in which one company is able to transcend national boundaries in order to
successfully appeal to a far greater number of consumers. Bibliography lists 4 sources.
Page Count:
8 pages (~225 words per page)
File: D0_BWikea.rtf
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Unformatted sample text from the term paper:
purchases of virtually any product are not necessarily about the item or service purchased. Of far greater interest to the consumer are the costs, the utility, and the popularity
of any given item . . . but not necessarily in that order. Shopping and consumption have become tied up with far more factors than need, utility, or amusement.
Complicated issues such as sexuality, status, and self-esteem are connected to the purchases of everything from cars to handbags. Regardless of whether or not an individual finds that
sad, an example of moral decay, or a sad commentary on the neediness of Western society . . . it is a fact of modern life in much of the
"developed" world. The Swedish furniture chain IKEA has made it clear that it understands such "issues." With the slogan "affordable solutions for better living" (Internet source), IKEA appeals to
people who understand that functionality has its own form of beauty and style. The company also explains "ours is not a flashy crusade" in its "Unboring Manifesto" in which it
makes it clear that they understand that people "who really needed a more beautiful home werent able to afford it" (Internet source). As IKEA puts it . . . "Thats
boring" (Internet source). But the most interesting point made in the Manifesto is one that is elegant in its simple truth: "Lots of things on our planet are made for
people with lots of money. But when it comes to making things for people with limited resources, very few have ever bothered" (Internet source). In making such a statement the
company establishes something of a camaraderie among company and consumer that essentially says "we know what youre up against and were here to help." That attitude can transcend national boundaries
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