IKEA the company of the real Scrooge McDuck? – Podcast EP9

At every stage of your life, you visit this store: IKEA. It’s a bigger amusement park than Disneyland and also has a much larger turnover (and profit). But this disappears into a shady foundation, through which the founder’s family is generously rewarded. At the same time, we also see a lot of good in this brand, and all of that comes to light when we discuss IKEA’s positioning.

Listen to this podcast on:

• YouTube
• Spotify
• Apple Podcast

Every two weeks a new episode about positioning with the main segment focusing on a special brand or market. Zeeman, Shell, Nike and Red Bull have already been featured. Curious? Check out the other podcasts here.

Positioning Moment of the Week: PGA Tour merges with LIV

LIV, the new golf tour, backed by investors from Saudi Arabia, is shaking up the golf world. This newcomer challenged the reigning PGA to innovate, but when they proceeded to merge, our alarm bells went off. What does this mean for golf, its top athletes, and what lessons can be drawn for innovation in sports in general?

Positioning IKEA

In the main topic of this episode, we cover the international furniture giant IKEA, which by now is much more than just a furniture retailer. We discuss the founding and founder, the unique corporate structure that enables large-scale tax avoidance, and the choices IKEA has made to become the successful supercapitalist it is today. We are not negative about the world-famous brand but do raise some sharp observations.

Don’t be a Penguin

Do you have questions about marketing or positioning? Would you like to talk with us or have suggestions for the show’s content? Email dontbeapenguin@merkelijkheid.com! This is a podcast by Merkelijkheid with Ties Morskate, Tal Gonen, and Bob Morskate.