Search results for: 'Market analysis'
IKEA Communication Strategy MK1-132-I-M
This case tells the story of IKEA and its communication strategy from its arrival in Spain in 1996 to the year 2004. The case details the history of the company and provides examples of different campaigns from around the world.
Students can study the different marketing campaigns with their desired objectives and the outcomes that the company wished to achieve in the different stages. TV commercials outdoor print and catalogue examples provide background for the analysis. As a conclusion students are asked to consider four alternate campaigns for the future and select the one they feel is most suitable.Academic Area:Marketing & Communications
This Technical Note gives an overview of lobbying as a way for managers to influence governments, policy, and regulation. It defines lobbying, explains why lobbying is becoming an increasingly important tool for managers in the implementation of their non-market strategies, and reviews key elements of a lobbying campaign. The Note also includes an analysis of the role of professional lobby consulting firms and a discussion of ethical considerations related to lobbying public officialsAcademic Area:Strategy