What IKEA Do We Want?

Case Solution

Juan Alcacer, Cynthia A. Montgomery, Emilie Billaud, Vincent Dessain
Harvard Business School ()

In 2018, the Swedish furniture manufacturer IKEA underwent a significant change. With the rise of online shopping and the change in consumer behavior and the pain of the founder of the company, the top executives of the company knew that they had to step out of their comfort zone and take new strategic initiatives to remain relevant. But what initiatives, where, when and how would allow IKEA to achieve its goals profitably while creating an IKEA that they would like to pass on to the next generation of employees and customers?

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