IWAY
right way?
IKEA is to furniture what Wal-Mart is to food: a supermarket whose strategy is primarily based on low prices. As a group project, I worked on Wal-Mart and was astounded by the negative image associated with the company. IKEA seems to stand at the other end of the spectrum in people's mind. Newsweek once released an article nicknaming the Swedish Company, the "Teflon multinational," one to which social criticism does not stick.
Does IKEA deserve its positive aura? How to explain the discrepancy in public opinion with other giants such as Wal-Mart, Playtex or Nike? These questions were the starting point of my work. I watched videos, read press articles, case studies, and corporate reports. As one would expect from any multinational company, IKEA donates to charity (WWF, UNICEF, Save the children
) and also works hand-in-hand with non profit organizations (Forest Stewardship Council, Global Compact, even Greenpeace). But what drew my attention most was the code......
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