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While
the″IKEA concept″ continues to spread throughout
the world, its origins are remarkably humble. In
fact, IKEA was found ed in1943 by
seventeen－year－old Swedish farm boy Ingvar
Kamprad, who started out selling everything from
matches to fish to Christmas decorations. When the
young man＇s business got too big for him to peddle
on foot, he obtained the delivery services of the
local milk truck and started a makeshift mail－
order catalogue.
Kamprad＇s big break came in1950when he added
to his product line furniture made of wood from
the local forest. Its overwhelming reception soon
convinced Kamprad to drop all other products.
After that, it did not take IKEA long to develop
the basic ideas that continue to define it today
low－priced, well－designed, self －assembly
furniture shipped inexpensively in flat packaging.
As the company grew, it was better able to buy
bulk raw materials from diverse markets to keep
costs down.
IKEA combines slick marketing with a solid
concept to sell not just a product, but a
lifestyle. A look through its catalogue gives an
example of this philosophy Rather than simply
showing individual products on plain backgrounds,
IKEA also displays its mix－and－match pieces
together in real －life settings. Moreover, in
places where its in－store Swedish meatballs and
customer service are in contrast to local
traditions, IKEA＇s cultural vision is especially
apparent.
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