4. Part.1
Emphasis on identification with the brand
Mutual understanding
and patterning
A culturally sensitive approach
to brand internalization
Inward sense making----
conceptualizing& comprehending
Sense making
6. Part.1
Nearly half of 17,000
Diversity
Female
Sex Percentile at IKEA management level
Female
Male
7. Part.1
perceived only few IKEA values
and felt a great degree of
isolation.
work alone and only dreamt of
the team of his own.
“always give a positive example
to others, be always optimistic
and smile at people”.
being the guide of “IKEA culture
and creating its image”.
The team leader
@ Moscow IKEA store
She perceived almost all of
IKEA value. The family spirit.
Eager to interact. A strong
team spirit.
★ More attention to the
interaction with the group
★Emotional influence on the
group member.
The PR and environmental
manager @ St Petersburg
10. Part.2
Comprehending
Activating Ⅱ
Value-based recruitment
Corporate documents
Survey and reflection
to find right people
to formalize relationship with
employees, customers and suppliers
to encourage feedback from
employees, customers and suppliers
Bringing in experienced people
Conduct business in new market
without needing much data
Flexible respondent
To enforce brand values as well as
find healthy mix between core
brand value and cultural value
Value-based recruitment
to eradicate cultural misfit
e.g. Russia 3%
Some of IKEA’s
Global Strategies
11. Part.2
“Curious, open ambitious people”
“individuals who add to IKEA’s identity”
“Well-educated, eager to learn people”
“Great people”
“collectivistic by nature”
“people who are rewarding to work with ”
VS
14. Part.3
Working Hours.
Flexible V.S. Fixed
Differences
in Working rhythm
Undesirable extra hours.
say “NO” VS compromise
to show diligence
Holiday and Leaves Policies
Chinese Public Holidays, Company
Holidays, with paid Annual Leave
and Marriage Leave
Other leaves
Sick leave, Compassionate Leave
and Maternity Leave for female
15.
16. Part.4
Sun Yafang
Chairman of
Former Vice President of
Former President of GOOGLE China
Chairman & CEO of Innovation Work
KAI-FU LEE
LI Ka-shing
Founder & Chairman of
Cheung Kong (Holdings)
Richest man in Asia for many years
Chairman of the board
& CEO of
Zhang Ruimin
17. Part.4
Brief bios
Tale of smashing the refrigerators
Personal Achievement
The hard pioneering work in Haier
1997: "Entrepreneur of the Year," Asia Weekly
1999: "Global 30 Most Respected
Entrepreneurs , Financial Times
2002: "Businessman of the Year in China," CCTV
2002: "Global Business Leader and
an Outstanding Donor," United Way International
2004: "Asia’s 25 Most Influential Business Figures,"
Fortune Magazine
2005: "World’s 50 Most Respected Business Leaders,"
Financial Times
2009: "China's Most Powerful People," BusinessWeek
2011: " Inspired Leadership Award"
Zhang Ruimin