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(88)
- News (20)
- Research (57)
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- February 2019
- Supplement
KITEA: Democratizing Furniture in Morocco (PowerPoint supplement)
This PowerPoint accompanies the KITEA cases and the associated teaching note. The KITEA series of cases (A-F) details how the Moroccan furniture company KITEA prepared for the entry of IKEA into the Moroccan market and describes the outcome of that entry. View Details
Keywords: KITEA; IKEA; Furniture; Furniture Industry; Entry Strategy; Responding To Entry; Localization; Competitive Interaction; Private Sector; For-Profit Firms; Business Model; Business Strategy; Strategic Planning; Competitive Strategy; Competitive Advantage; Adaptation; Corporate Strategy; Retail Industry; Africa; North Africa; Morocco
- March 2019
- Supplement
KITEA (F): Expanding in Africa
By: Ramon Casadesus-Masanell and Gamze Yucaoglu
he case opens in 2018 after KITEA has recorded two years of double-digit sales growth following IKEA’s entry into the Moroccan market. It then traces the factors that contributed to KITEA’s success and that led Tana Africa Capital Limited to acquire a minority stake in... View Details
Keywords: Retail; KITEA; IKEA; Furniture; Furniture Industry; Entry Strategy; Responding To Entry; Localization; Competitive Interaction; Private Sector; For-Profit Firms; Business Strategy; Strategic Planning; Competitive Strategy; Competitive Advantage; Adaptation; Corporate Strategy; Success; Expansion; Strategy; Retail Industry; Africa; North Africa; Morocco
Casadesus-Masanell, Ramon, and Gamze Yucaoglu. "KITEA (F): Expanding in Africa." Harvard Business School Supplement 719-423, March 2019.
- March 2019
- Supplement
KITEA (E): IKEA's Opening Day
By: Ramon Casadesus-Masanell and Gamze Yucaoglu
The case opens in 2016 as Amine Benkirane, CEO of the furniture retailer KITEA, observes KITEA’s dormant sales on the day IKEA opens its first store in Morocco. It then provides information on IKEA’s Morocco store, as well as a detailed pricing comparison between IKEA... View Details
Keywords: Private Sector; For-Profit Firms; Business Strategy; Strategic Planning; Competitive Strategy; Competitive Advantage; Adaptation; Corporate Strategy; Retail Industry; Africa; North Africa; Morocco
Casadesus-Masanell, Ramon, and Gamze Yucaoglu. "KITEA (E): IKEA's Opening Day." Harvard Business School Supplement 719-422, March 2019.
- May 2006 (Revised November 2006)
- Case
IKEA's Global Sourcing Challenge: Indian Rugs and Child Labor (A)
By: Christopher A. Bartlett, Vincent Marie Dessain and Anders Sjoman
Traces the history of IKEA's response to a TV report that its Indian carpet suppliers were using child labor. Describes IKEA's growth, including the importance of a sourcing strategy based on its close relationships with suppliers in developing countries. Details the... View Details
Keywords: Developing Countries and Economies; Moral Sensibility; Policy; Employment; Contracts; Supply Chain Management; Organizational Culture; Natural Environment; Non-Governmental Organizations; Social Issues
Bartlett, Christopher A., Vincent Marie Dessain, and Anders Sjoman. "IKEA's Global Sourcing Challenge: Indian Rugs and Child Labor (A)." Harvard Business School Case 906-414, May 2006. (Revised November 2006.)
- January 2019 (Revised January 2021)
- Case
KITEA (A): Democratizing Furniture in Morocco
By: Ramon Casadesus-Masanell and Gamze Yucaoglu
The case opens in 2013 as Amine Benkirane, founder and CEO of the leading Moroccan furniture company KITEA, contemplates the loss his company has incurred for the first time in its 20-year history. The case then describes KITEA’s origins and provides a detailed... View Details
Keywords: Retail; KITEA; Furniture; Furniture Industry; Entry Strategy; Responding To Entry; Localization; Competitive Interaction; Private Sector; For-Profit Firms; Business Model; Business Strategy; Strategic Planning; Strategy; Competitive Strategy; Adaptation; Corporate Strategy; Competitive Advantage; Retail Industry; Africa; Morocco
Casadesus-Masanell, Ramon, and Gamze Yucaoglu. "KITEA (A): Democratizing Furniture in Morocco." Harvard Business School Case 719-420, January 2019. (Revised January 2021.)
- 10 Nov 2008
- What Do You Think?
How Much Can You Ask of Your Customers?
Summing Up Is customer volunteerism combined with "ownership" a double-edged sword? It's seems okay to involve customers in providing ideas for new products and processes. Encourage them to refer new business. But beware the downside of poorly thought-out... View Details
Keywords: by Jim Heskett
- 2011
- Working Paper
The 'IKEA Effect': When Labor Leads to Love
By: Michael I. Norton, Daniel Mochon and Dan Ariely
In a series of studies in which consumers assembled IKEA boxes, folded origami, and built sets of Legos, we demonstrate and investigate the boundary conditions for what we term the "IKEA effect&"—the increase in valuation of self-made products. Participants saw their... View Details
Norton, Michael I., Daniel Mochon, and Dan Ariely. "The 'IKEA Effect': When Labor Leads to Love." Harvard Business School Working Paper, No. 11-091, March 2011.
- March 2019
- Teaching Note
KITEA (A)—(F)
By: Ramon Casadesus-Masanell and Karen Elterman
This Teaching Note accompanies the KITEA series of cases, which details how the Moroccan furniture company KITEA prepared for the entry of IKEA into the Moroccan market and describes the outcome of that entry. View Details
- February 2023 (Revised June 2023)
- Case
Doing Business in Santiago, Chile
By: Willis Emmons, Leonard A. Schlesinger and Ruth Costas
The case uses the example of the opening of the first IKEA furniture store in Chile – which is operated by Chilean group Falabella – to discuss the opportunities and challenges of doing business in the country. It gives readers an overview of Chile’s economic... View Details
Keywords: Business Cycles; Development Economics; Developing Countries and Economies; Economic Growth; Economic Sectors; Economy; Macroeconomics; Business History; Chile; Latin America
Emmons, Willis, Leonard A. Schlesinger, and Ruth Costas. "Doing Business in Santiago, Chile." Harvard Business School Case 323-085, February 2023. (Revised June 2023.)
- July 24, 2019
- Editorial
How to Make Even the Most Mundane Tasks More Motivating
By: Jaewon Yoon, A.V. Whillans and Ed O'Brien
People want purposeful work, and managers know it. That’s why companies try to inspire employees with mission statements about the impact their work can have. Ikea tells employees they’re “creating a better everyday life”; Microsoft says they’re “empowering every... View Details
Yoon, Jaewon, A.V. Whillans, and Ed O'Brien. "How to Make Even the Most Mundane Tasks More Motivating." Harvard Business Review (website) (July 24, 2019).
- 15 Mar 2011
- First Look
First Look: March 15
Authors:Michael I. Norton, Daniel Mochon, and Dan Ariely Abstract In a series of studies in which consumers assembled IKEA boxes, folded origami, and built sets of Legos, we demonstrate and investigate the boundary conditions for what we... View Details
Keywords: Sean Silverthorne
- March 2019
- Supplement
KITEA (C): A Surprise Delay
By: Ramon Casadesus-Masanell and Gamze Yucaoglu
This case describes the delay of IKEA’s store opening in Morocco in 2015. After Sweden ordered an internal review of its position on the independence of Western Sahara, a territory Morocco regarded as part of its own, the Moroccan government declared that IKEA did not... View Details
Keywords: Private Sector; For-Profit Firms; Business Strategy; Strategic Planning; Competitive Strategy; Competitive Advantage; Adaptation; Corporate Strategy; Organizational Change and Adaptation; Retail Industry; Africa; North Africa; Morocco
Casadesus-Masanell, Ramon, and Gamze Yucaoglu. "KITEA (C): A Surprise Delay." Harvard Business School Supplement 719-488, March 2019.
- 13 Apr 2011
- Working Paper Summaries
The ‘IKEA Effect’: When Labor Leads to Love
- 02 Apr 2008
- Research & Ideas
Four Companies that Conquered America
efficiencies, and by having the highly respected CEO of one of the acquired entities lead the combined U.S. organization. Meanwhile, RBS is building its B2B brand with institutional clients on Wall Street. 2. IKEA. IKEA offers a furniture... View Details
Keywords: by John Quelch
- 18 Dec 2012
- First Look
First Look: December 18
one side of the market, the incumbent always invests (weakly) more in first-party content relative to the case in which it is a monopolist. Bolstering and Restoring Feelings of Competence via the IKEA Effect Authors:Mochon, Daniel,... View Details
Keywords: Carmen Nobel
- 22 Jul 2010
- Working Paper Summaries
Business Model Innovation and Competitive Imitation
Keywords: by Ramon Casadesus-Masanell & Feng Zhu
- 2010
- Book
Different: Escaping the Competitive Herd
By: Youngme Moon
Every few years a book-through a combination of the author's unique voice, storytelling ability, spirit, and insight-simply breaks the mold. Youngme Moon's DIFFERENT is that kind of book, a book for "people who don't read business books...," a book that feels like an... View Details
Keywords: Communication Intention and Meaning; Entrepreneurship; Innovation and Invention; Marketing; Creativity; Competition
Moon, Youngme. Different: Escaping the Competitive Herd. Crown, 2010.
- 12 Mar 2024
- HBS Case
How Used Products Can Unlock New Markets: Lessons from Apple's Refurbished iPhones
Some of Apple’s most loyal customers think nothing of upgrading to the latest iPhone every time one comes out. But what about consumers who can’t splurge on a $1,000 iPhone 15 Pro? And what about the electronic waste that would accrue if people threw away functional... View Details
- 16 Jul 2012
- Research & Ideas
Are You a Strategist?
From its early days, the book explains, IKEA set out to create "a better everyday life for the many." The retailer did this by addressing an unmet market need, offering customers an extensive range of practical, well-designed furnishings... View Details
Keywords: by Carmen Nobel
- 09 Mar 2022
- Research & Ideas
War in Ukraine: Soaring Gas Prices and the Return of Stagflation?
multinational firms from IKEA to Netflix have curtailed or suspended operations in the country, and many airlines and shipping companies have severed links connecting people and goods, as western nations impose tough sanctions and... View Details