What has been the secret to IKEA’s success? By Isabelle Szmigin, Professor of Marketing at Birmingham Business School It has been said that IKEA is similar to Marmite, you either love it or hate it. However I think what IKEA has done for home fashion is a little more complex than that. So as IKEA … Continue reading “How IKEA assembled a global reputation”
Tag: consumer culture
Authentic brands are responsible brands?
To celebrate Responsible Business Week we will be posting a series of blogs on this topic. In this post, Professor of Marketing Isabelle Szmigin looks into how brands can effectively present themselves in an ever more complex political climate. The last month has seen two major companies attacked for the presentation of their brand values. Cadbury, and by … Continue reading “Authentic brands are responsible brands?”
What is responsible business in the film industry?
To celebrate Responsible Business Week we will be posting a series of blogs on this topic. In this post, Reader in Marketing and Consumption Dr Finola Kerrigan examines the varying approaches to business ethics in the film industry. I have recently returned from SXSW17, an exciting conference where the worlds of music, film and technology come together … Continue reading “What is responsible business in the film industry?”