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Other Papers on :IKEA

Other Papers on :Marketing basics

C/M/568. Market Orientation of IKEA

(2007, 3500 words)

This essay examines the concept of market orientation and the characteristics that shape a market oriented company. The constructs and variables that stem from a review of extant literature are then used to discuss the market orientation of IKEA - a leading furnishings company that has been around for about half a century. The essay closes by pondering over some issues in the examination of IKEA as a market oriented company, and reflecting on allied constructs that could further aid such examination.
 
   
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