Professional Documents
Culture Documents
Ikea criticism:
Throughout time, IKEA has been criticized by many. From the popular scandal which
started with the company erasing women from the catalogues found in the Middle East, to
scandalous commercials banned in America, IKEA gathered some tough accusations. Other
examples of IKEA gaining a bad name and negative attention include : the offending behavior
towards the goth subculture by exposing the following message during a campaign: Brightens
up your grad's dorm. Unlike a creepy gothic room-mate, who can be a bad influence or even
using names of Danish places for cheap rugs, according to a researcher of the Copenhagen
University.
Ikea in China:
Founded in Sweden, the company expanded rather quickly throughout the world so,
entering into the Chinese market was a big step for IKEA, maybe as big as their rst step abroad
when they opened the store in Spreitenbac, Switzerland in1973 (Torekull, 1998). China is
potentially a huge consumer market but it is quite a different market to what they have faced
before. First, the language is different and IKEA uses a Chinese name alongside the name of
IKEA. It is pronounced Yi Jia , similar to the English pronunciation of IKEA. The meaning of
IKEA, in Chinese, is positive and
desirable for home living/comfortable home, which is regarded as a very good translation in
China. According to IKEA, IKEA is a well-known brand. The target audience is represented
by female costumers, males are also targeted, but more indirectly. Moreover, the young
population (25-30 years old) are a very important segment, as well. Regarding the campaigns
and commercials, there are the same as anywhere in the world, but with a Chinese twist, as the
old saying: think global, act local.
80% power distance according to this grade, the Chinese societies are not equal, although,
this inequality does not bother the Chinese, as they think it is acceptable. Individuals are
influenced by formal authority and sanctions and are in general optimistic about peoples
capacity for leadership and initiative. People should not have aspirations beyond their rank.
20% individualism - emphasizes the fact that the Chinese culture is a collectivist one.
Employee commitment to the organization (but not necessarily to the people in the
organization) is low. Moreover, personal relationships among work are almost inexistent.
65% masculinity shows that the society is driven by certain characteristics, such as: sense of
achievement, competition, success, wanting to be the best. China is success oriented and
driven. The need to ensure success can be exemplified by the fact that many Chinese will
sacrifice family and leisure priorities to work
30% uncertainty avoidance - refers to the fact that even though Chinese respect the laws and
rules, they are flexible. The Chinese are comfortable with ambiguity; the Chinese language is
full of ambiguous meanings that can be difficult for Western people to follow. Chinese are
adaptable and entrepreneurial. At the time of writing the majority (70% -80%) of Chinese
businesses tend to be small to medium sized and family owned.
87% pragmatism - means that it is a very pragmatic culture. In societies with a pragmatic
orientation, people believe that truth depends very much on situation, context and time
24% indulgence - Societies with a low score in this dimension have a tendency to cynicism
and pessimism. Also, in contrast to indulgent societies, restrained societies do not put much
emphasis on leisure time and control the gratification of their desires
31% power distance - shows that power is decentralized, as opposed to China. Sweden
inclines towards equal rights and empowerment of the population.
71% individualism - shows that individuals are expected to take care of themselves, where
personal relationships are based on mutual respect and advantage and family has little
influence on the social life.
5% masculinity - means that Sweden is a feminine society where balance, support, creativity,
nourishment and equality are very important aspects in life.
29% uncertainty avoidance - shows that schedules are flexible, hard work is undertaken when
necessary but not for its own sake, precision and punctuality do not come naturally,
innovation is not seen as threatening.
With a score of 53% pragmatism, Sweden doesnt seem to express a clear preference on this
dimension.
A high score of 78 in indulgence indicates that Swedish culture is one of indulgence. People
in societies classified by a high score in indulgence generally exhibit a willingness to realize
their impulses and desires with regard to enjoying life and having fun. They possess a positive
attitude and have a tendency towards optimism. In addition, they place a higher degree of
importance on leisure time, act as they please and spend money as they wish.
Chinese advertising seems to be softer, the commercial has a more humble feel to it, it
does not shock (in comparison to the Swedish one), it provides friendly home furnishing
solutions which can educate the consumer.
Being very different in approach, these 2 ads adapted to the preferences of the customers.
Chinese are not as open minded as Europeans in terms of thinking out of the box. This Ikea
commercials are an example. Often, Chinese commercials rely more on soft sell appeals,
displayed collectivistic values, and exhibited high context culture values. Since the existence of
the human race, family is probably the most fundamental social unit and it is playing an
unusually significant role in the Chinese culture. Compared with the Swedish ad, the content in
this Ikea commercial is more ambiguous and indirect. It focuses more on the feelings and
emotions of the audiences, which would elicit affective responses including warmth and
inspiration by experiencing a loving family relationship.
Concluding, I must state that Swedish culture is more open minded, centered on the
feminine, fun, out of the box approach using sense of humor to guide the viewer through the
journey of buying IKEA products, as opposed to the Chinese culture, who is centered on the
emotional part of the message transmitted, using love and affection as the key ingredients to
touch the consumers.
http://www.chinabusinessreview.com/ikea-with-chinese-characteristics/
http://wenku.baidu.com/view/10d90e4acf84b9d528ea7ac6.html
http://www.slideshare.net/FatimaArshad/mb2-2nd-semester-group-no-6
http://www.cmdconf.net/2012/makale/82.pdf
http://en.wikipedia.org/wiki/IKEA
http://www.na-businesspress.com/IJCM/EmeryWeb.pdf