1

ENTREPRENEURSHIP AND SUSTAINABLE BUSINESS

PRACTICES

Topic
Identification of entrepreneurial qualities in the identified entrepreneur and their
entrepreneurial journey.

Submitted to: Dr. A. Srinivasa Rao

Submitted by: Nupur Gorain, Priyanka Parihary, Sonal Chauhan , Harshada Patil, Ashwini
Gaikwad,Deepanshi Jaiswal.
Programme: Masters Of Fashion Management
Batch: 2021-2023
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TABLE OF CONTENTS
1. Introduction ……………………………………………………………... 3
1.1 About Ikea ...………….………………………………………………………...... 3
1.2 Origin ………………………….………………………………………………..... 3
1.3 Retail ………………………………….………………………………………….. 3
2. Journey Of Ingvar Kamprad …………………………………………... 4
2.1 Timeline; the beginning of Ikea ………………………..…………………………. 5
2.2 Learnings …....………………………………….……….……………………….... 9
3. Entrepreneurial Qualities of Ingvar Kamprad ………………………. 10
3.1 Grains of gold by Ingvar Kamprad………………….…..……………………….. 13
4. Store Design …………………………………………………………….. 14
4.1 Layout ……………………………..…………………...………………………... 14
5. Products and services ………………………………………………….. 15
5.1 Furniture and homeware ………………………………………………………… 15
5.2 Smart home ……………………………………………………………………… 15
5.3 Houses and flats …………………………..……………………………………... 16
5.4 Other Ventures .……………………………………..……………………………. 16
5.5 Ikea product design concept …...………………………………………………… 16
5.5.1 Material selection with an environmental protection concept …………….... 16
5.5.2 Ikea’s product design success ………………………………………………. 17
6. Sustainability ………………………………………………………….... 18
6.1 Becoming people and planet positive …….……………………………………… 19
6.2 Ikea sustainability ambitions for 2030 ....….……………………………………... 19
7. Citations ……………………………………………………………….... 20
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1. INTRODUCTION

1.1 About Ikea

Ikea is a Swedish origin Dutch-headquatered multinational brand that designs and sells ready
to assemble furniture, kitchen appliances and home accessories, among other goods and home
services. It is known for its modern designs.The IKEA brand is owned and managed by Inter
IKEA Systems B.V., based in the Netherlands, owned by Inter IKEA Holding B.V, which is
responsible for the design, manufacture and supply of IKEA products. (Ikea.com, 20201)

1.2 Origin

Ikea was founded in Sweden 1943 by 17 year old Ingvar Kamprad. It has been the world's
largest furniture retailer since 2008.
The brand name is an acronym that consists of the initials of it’s founder Ingvar Kamprad and
those of Elmtaryd, the family farm where he was born, and the nearby village Agunnaryd, his
hometown in Småland, southern Sweden.

1.3 Retail

As of March 2021, there are 378 IKEA stores in over 30 countries.

All IKEA stores are operated under franchise from Inter IKEA Systems B.V., most of which
are operated by IKEA Group, some of them are operated by other independent owners.
(Ikea.com, 2021)
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2. JOURNEY OF INGVAR
KAMPRAD

● Born entrepreneur Ingvar:

Ingvar borned in 1926.
Those were years of depression.
Poverty was widespread. In the
Swedish province of smaland
where Ingvar lived was a
stony land which produced poor
crops. So, people were
innovative, creative,strong and
stubborn. Many became entrepreneurs. Invgar understood his family's situation and
he started to sell crismascards, magazines and garden seeds.

Ingvar realised that he could sell more things. At that time farmers didn’t have fishing
rights and they needed fish, so Invgar started to sell the fish to these farmers. Angling
for fish didn’t bring a big catch so he buyed nets for greater yield and made profits.
After the fish he started to sell matchstick.he figured out how to create low prices
while still making profits. Ingvar split the matches into small packages and resold
them. Despite the cheaper cost matches weren’t the great business so he stopped
selling them and at 14 he moved to attend boarding school nearby(Ingvar Kamprad
Biography, Astrum people,2018)
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 6

2.1 Timeline; the beginning of IKEA

● 1943
Invgars father gave him money as a gift for his good grades, he used that money to set
up a company IKEA. I(Invgar), K(Kamprad),E(Elmtaryd, farm where he grew
up),A(Agunnaryd,home village).

● 1948
At that time he did direct import and mail orders, mainly of watches and pens. But
Invgar gauged that there is no future in this.At that time post war Swedish
government had built a lot of housing and offered home furnishing loans.so furniture
debuted in a 1948 brochure. Invgar noted that if buyers showed “moderate curiosity”
IKEA would offer more. And this model was successful.
(britannica.com,biography,Ingvar Kanmpard,2018)

● 1950
The low cost of IKEA products made many furnish Swedish retailers feel threatened.
Suppliers were pressured to reject the IKEA brand. They tried to ban Ingvar from
exhibiting at or even attending furniture exhibits in the 1950's. Therefore Ingvar
started to look for international cooperation and in the same year IKEA’s first home
furnishing catalogue was published in sweden.(ikea.com, milestones of IKEA)
 7

● 1953
Ingvar opened the first IKEA showroom in Almhult. Here customers can see and
experience the products before ordering them. Ingvar met customers in person and
learnt from them.
Transporting furniture via mail order caused damages to products and incurred high
loss in business so the flat-pack, self assembly products became the solution to the
transport struggle.(ikea.com,2021)

● 1960
Ingvar had a strong observation in his store and he observed that many people leave
the store at lunchtime and this interruptus whole buying process. So he opened the
first IKEA restaurant in June 1960.

● 1963-1965
He then went on to open the first IKEA store outside Sweden in Norway. IKEA’s
first flagship store opened outside stockholm. The store’s design was inspired by the
Guggenheim museum in New York.

● 1970
In 1970, IKEA introduced a self service area, which turned out to be the reason for
their roaring success. Most of the products were picked up from the self service area,
driven home and assembled by the customers.

● 1973
IKEA opened its first stores in Switzerland and germany.
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● 1980
Ingvar was looking for an ownership structure that would allow him to achieve 100%
independence and eternal life at IKEA. So he separated the ownership of the retail
operation from IKEA brand, to keep separate roles in independent business groups,
operating under a franchise system.

● 1983
Exports for Japan were started. Products were sold in mini IKEA stores called “ IKEA
corner” through a joint venture with a Japanese retailer. However, cooperation
difficulties laid to the end of Japanese business. But their second attempt 20 years
later was successful.

● 1990
The term “ democratic design” was introduced by the french designer and visionary
Phillipe Stark as “the design that provides quality pieces at accessible prices”. Ikea
adopted this idea and expanded around five key principles: form, function,
sustainability, quality and low price. (te esse.com,2018)

● 1998
In 1993, forest fire destroyed 18,500 hectares of rainforest in Malaysian Borneo.when
Ingvar heard the news he wanted to contribute to the rainforest's regeneration. So, in
1998 they began financing “sow a seed project'', leading to more than 2 million
seedlings being planted and 12;500 hectares of rainforest being implanted. (Sunny,
2018)

● 2012
IKEA introduced a UPPLEVA TV. It got appreciation for its sound and design but in
actual tv functioning it failed.picture quality of Tv was poor. There were poor black
levels, muddy colors and noisy images. UPPLEVA failed and was phased out of the
product range. (Sam Biddle,2018)

● 2015
In september 2015, they switched from halogen and energy saving compact
fluorescent bulbs to LEDS(light emitting diode). More than 2.3 million bulbs were
 9

sold each year in the UK.IKEA estimated that a household switching would save
€300 a year on energy cost by switching on LED’s. (theguardian.com,2015).

Birth of IKEA 1943

194
Introduction of furniture in IKEA
8
195
First home furnishing catalogue
0
published 195 First showroom in Almnut.
3 Flat pack and self assembly system
196
started
First IKEA restaurant opened
0
196
First flagship store opened outside
3
Stockholm
197area
Introduction of self service
0
197
3
198
0
199
0
199
8
201
2
201
5
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First store in Switzerland and Germany

1973

1980 Started operating under franchise

system

Introduction of “democratic1990
design”

1998 “Sow a seed “ project started

IKEA first UPPLEVA Tv launched

2012

2015 Introduction of LED's

2.2 Learnings

Ingvar started his journey when he was as young as 17 years old, showing one how age is just
a number. He went through his fair share of hardships but never backed out from pursuing his
vision. Moreover, one can surely learn humility from him, despite the fact that he was listed
as the 8th richest person in the world by Bloomberg Billionaire Index, Ingvar was as down to
earth as they come. He drove a basic Volvo, thrifted clothes and travelled economy, when
asked about his lifestyle, he said “I’m a bit tight with money, but so what? I look at the
money I’m about to spend on myself and ask myself if IKEA’s customers can afford it. I
could regularly travel first class, but having money in abundance doesn’t seem like a good
reason to waste it. If there is such a thing as good leadership, it is to give a good example. I
have to do so for all the IKEA employees.” (Ingvar Kamprad — Life and Lessons — a story
that inspires millions,Partha Bose, 2018).
Ingvar was also amongst those who did what he preached, he strictly believed that a good
leader needs to set examples for his employees and follow them through himself first before
expecting anything from them. He was a very humble man who often went around the stores
in different countries, sometimes speaking to customers as employees and sometimes to
 11

employees as customers to gain more insight on how he can improve the stores. One can
learn a great deal of perseverance from him. Customer is always right, is what Ingvar truly
believed, and indeed it turned out to be fruitful for him, thus one can learn to listen to the
needs of customers and learn how to satisfy their wants and needs from Ingvar like no one
else.

3. ENTREPRENEURIAL QUALITIES OF INGVAR

KAMPRAD

1. Visionary :
At 17 Ingvar was too young to start a company without an adult guardian. Although
he had such a guardian, he in turn wouldn’t sign the form, thinking Ingvar was too
young.
But the young man just kept returning to him, pestering him until he convinced him
He was responsible enough to found the company IKEA. There are many examples
throughout his life where he strived for what others would have said impossible. Even
the fundamental concept of IKEA seems riddled with impossibilities: how can we
make quality, well-designed, nice-looking products at a cost that means it’s a low
price for you to buy anywhere in the world? (Anjana, 2018)

2. Commitment:
Before attempting to get wealthy, Ingvar Kamprad concentrated on improving his
business skills.
Many people are more concerned with being famous than with becoming good.
Instead of shooting in relative obscurity while honing his technique, the new
photographer wants to get published in National Geographic or win that big photo
competition. The new author's goal is to make the best-seller list, not to become a
prose specialist. The young basketball player aspires to play in the starting lineup, not
to be the team's best dribbler.

3. Creativity:
When Kamprad chose to pack furniture flat, substantially lowering
shipping and handling costs, and putting the responsibility on the buyer to assemble
their own goods, he altered the world of furniture, leading to his success as an
entrepreneur.(Tom, 2018)
4. Ability to overcome obstacles:
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Kamprad suffered from dyslexia and had trouble concentrating in school as a result.
He used men's and women's names, Swedish islands, and Norwegian towns instead of
numeric numbers when identifying certain types of furniture proved impossible —
and he got the job done. He realised that the only restrictions we put on ourselves are
those we impose on ourselves, and that there is no such thing as a barrier. (Tom,
2018)

5. Stay grounded:
Despite having a car, Kamprad frequently took the bus. Reportedly, he was once
turned away from a gala because he arrived by bus. He was required to attend the
event in order to win the award for "businessman of the year." Kamprad also only
flew economy class and shopped at flea markets for his clothing.

6. Need to achieve:
Kamprad, who grew up in poverty, began his career by selling matches for a profit at
the age of five. At the age of ten, he developed his company by selling Christmas
decorations, fish, and pencils while cycling around his neighbourhood. He registered
the company after receiving a monetary present from his father when he was 17 years
old, and it has since evolved into the empire it is today. (Tom,2018)

7. Ability to trust and inspire co-workers:

While growing one’s company, one should consider their leadership style and how it
affects their employees. To develop strong character and hard effort in his coworkers,
Ingvar Kamprad believed that he must model it in his own life first. He believed that
his coworkers would be motivated to provide their best every day if he inspired them
with his work style and ideas. (Anjana, 2018)

8. Leadership:
Leadership is the skill of persuading others to work toward a common
objective. Although certain leadership talents are inherent, the majority of them can
be learned, therefore effective leadership attributes can be acquired through constant
learning. Kamprad's notable leadership qualities include defining company culture,
frugality, and simplicity; caring for employees, accepting his faults, great confidence,
and humility. Although he has a charismatic personality that persuades employees to
obey and follow him, his transformative leadership allows employees to perform at a
higher level than usual. Idealized influence, personalised consideration, inspirational
 13

motivation, and intellectual stimulation are all important characteristics of Kamprad's

transformational leadership style. (businesscasestudiesblog, 2016)

9. Ability to learn from mistakes:

According to Kamprad, man can never be flawless, hence mistakes are a vital part of
personal and organisational success. To achieve success, one should learn from their
failures and continue their ongoing learning process. Kamprad is a firm believer in
adhering to stringent ethical standards as a necessary business practise in order to
ensure accountability for environmental and social policies and practises. He has
devised an environmental action plan in order to restore places with a stronger
economic impact. He maintains close ties with suppliers in order to keep track of the
furniture's progress from raw materials to manufacturing and distribution.

10. Disagreeableness:
It’s a very strong act to not listen to people who think your plans or activities are
eccentric. One should be strong headed to not agree to what the society has to
say.When you don’t agree to what the society has to say then you are easily judged. It
is then when you must be able to take up social risks and should be confident and
willing to challenge convention.Kamprad believed that one should be strong headed
to not agree to what society has to say. One should be confident and willing to change
convention. He further went on to outsource his work to Poland during the heights of
“Cold War”, he ignored his haters and continued to strive forward. (Drake
Baer ,October 10, 2014)

11. Frugality and charity :

Ingvar used to take the public transport and even if he drove it would be an old volvo
rumor. He would even go on getting any soda that was costly from a convenience
store rather than drinking from the in-room bar of the hotels. Such a humble person he
was, but his philanthropy activities helped the local stores andalso helped in
maintaining international sponsorship of UNICEF. (Scott, 2019)

12. Conscientiousness:
He was a master of details and had an eye for the slightest of changes. For having a
successful career, one must always be organized, responsible and should be intuitive
to predict things which would have a role in the business. (Drake Baer,October 10,
2014)
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13. Openness to experience:

One should be like a blotting paper, always ready to absorb any knowledge that would
be beneficial to run an enterprise. Knowledge is free and one must always be ready to
relate to any sort of new development and information that comes across. Upgradation
is also necessary to be in the market and give up on plans or products that no longer
serve any purpose or are obsolete. Ingvar was open enough to invent new ways of
making furniture, thereby setting him apart from the rest. (Drake Baer, October 10,
2014)

14. Confidence:
Kampread was self confident and enthusiastic, self direct which helped him to access
the suitable candidates for the firm. He was humble enough to own up to the problems
and learn from them.

15. Time Management:

According to Ingvar, time is the most precious resource. He is also known as the man
of the Man of Principles.According to Ingvar, time is the most valuable resource.One
must divide one’s life into ten minutes and should give up meaningless activities in
the possible time frame. (Partha Bose,Mar 5, 2018)

3.1 Grains of gold by Ingvar Kamprad:

● “Nobody can guarantee a company or a concept of eternal life, but no one can accuse
me of not having tried to.”
● “Only those who are asleep make no mistakes. Making mistakes is the privilege of the
active ones.”
● “The fear of failure is the enemy of development.”
● “IKEA is not completely perfect. It irritates me to hear it said that IKEA is the best
company in the world. We are going the right way to becoming one but we are not
there yet.” ( Atle Vårvik, 2021)

4. STORE DESIGN
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4.1 Layout

The typical IKEA store is a blue structure with yellow accents. They are frequently designed
in a one-way arrangement, directing customers counter-clockwise through "the long natural
way," as IKEA refers to it, in order to encourage buyers to tour the entire store (as opposed to
a traditional retail store, which allows a customer to go directly to the section where the
desired goods and services are displayed). Other parts of the showroom are frequently
accessible via shortcuts. (Jennifer Clinehens, 2021)

The showroom is often located upstairs, with the marketplace and self-service warehouse
located downstairs. Some stores are single-story, while others have separate warehouses to
accommodate more inventory. Single-level stores are mainly found in places where the cost
of land is cheaper than the expense of constructing a two-story store. To allow large
quantities of merchandise to be accessed throughout the selling day, some stores have dual-
level warehouses with machine-controlled silos. (Jennifer Clinehens, 2021)

Most IKEA locations have a "as-is" section near the cash registers towards the end of the
warehouse. Products that have been returned, damaged, or previously highlighted are
presented here and sold with a signature. (Jennifer Clinehens, 2021)
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5. PRODUCTS AND SERVICES

5.1 Furniture and homeware

IKEA furniture is designed to be put together by the customer. The company claims this
mechanism helps save money and reduces packaging waste; the volume of a bookshelf, for
example, is much less if it is supplied unassembled rather than assembled. This is also more
convenient for European customers who travel by public transportation, as flat packs are
easier to transport.
Notable items of IKEA furniture include the Poäng armchair, the Billy bookcase and the
Klippan sofa (Business Insider,2017).

One-word (occasionally two-word) names are used to identify IKEA products. The majority
of the names have a Scandinavian origin. Although there are occasional exceptions, the
majority of product names are based on an IKEA-developed naming scheme.Since company
founder Kamprad was dyslexic, he discovered that using proper names and phrases instead of
a product code made the names simpler to remember.

IKEA and LEGO collaborated to develop a line of easy storage solutions for kids and adults.
(Sonya Harris, 2020)
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IKEA Canada unveiled a series of 10 "Loveseats" inspired by various Pride flags in June
2021, designed by four LGBTQ designers. (CNN, 2021)

5.2 Smart Home

IKEA began its foray into the smart home market in 2016. One of the first ranges to highlight
this shift was the IKEA TRADFRI smart lighting kit. (CNET, 2017)

In December 2017, it was reported that Sonos' smart speaker technology would be integrated
into IKEA furniture. (Tepper, 2017)

Under the SYMFONISK brand, IKEA and Sonos have created two separate wireless
speakers, one of which is also a lamp and the other of which is a more traditional looking
bookshelf speaker, that interact with current Sonos households or can be used to get started
with the Sonos-ecosystem. On August 1, both the items and the accessories for mounting the
bookshelf speakers went on sale worldwide. (Ikea.com, 2019)

5.3 Houses and flats

IKEA has also expanded its product line to include flat-pack houses and apartments in an
effort to reduce the costs of a first-time home purchase. In a cooperative venture with
Skanska, IKEA launched the BoKlok product in Sweden in 1996. ( Martin Wainwright,
2005)

5.4 Other Ventures

● In Russia, IKEA owns and manages the MEGA Family Shopping Center network.
(The Moscow Times, 2015)
● IKEA UK introduced IKEA Family Mobile, a virtual mobile phone network based on
T-Mobile, on August 8, 2008. (Dan, 2014)
● Geomagical Labs, an AI image business, was bought by IKEA in April 2020.
(Kashyap, 2020)
● IKEA established a concept store in Tokyo's Harajuku neighbourhood in July 2020,
where it debuted its first ever clothing range. (Emma, 2020)
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5.5 IKEA Product Design Concept

IKEA is a Swedish retailer that makes products in many categories for home. The styles are
inspired from Nordic influence. The elements of IKEA product design success are examined
in depth from three perspectives: market positioning, design concept, and user experience.
( ingka.com, 2021)

5.5.1 Material Selection with an Environmental Protection Concept

With changing times, society is also understanding the use of materials that are sustainable.
Therefore to cater to the target market’s demand IKEA is making products with wood,cotton
and other recyclable materials. ( ingka.com, 2021)

For environmental protection materials like metal and glass are also preferred. For the
interiors,wood is also used. Fabrics are used for the soft furnishing products.

.In addition, to reduce the reliance on cotton in the use of IKEA household products, bedding
products are designed and manufactured by combining 50 percent cotton with 50 percent
lyocell fibre. Therefore we get products that are comfortable and chemical free. ( ingka.com,
2021)

5.5.2 IKEA's product design success.

In order to make things easier for users,

The product width and depth is vast to satisfy customer needs and wants. The designs are
simple and user friendly, and they also incorporate a variety of fashion design effects so that
customers have a wide range of options to select from. (www.ikea.com)
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IKEA has an array of a wide range of product category:

● Furniture
● Kitchen & appliances
● Beds & mattresses
● Storage & organization
● Textiles
● Decorations
● Bathroom products
● Outdoor products
● Lighting
● Carpets, mats & Flooring
● Baby & children
● Pots & plants
● Kitchenware & tableware
● Home electronics
● Laundry & cleaning
● Home smart
● Home improvements
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● Food & beverages

(www.ikea.com)

6. SUSTAINABILITY

IKEA has made sustainability and eco correctness the foundations for the future. The focus is
mainly in the expansion of both the physical footprint and its e-commerce business,while
taking a leadership position in environmental and sustainability processes. (ingka.com, 2021)
The pandemic made IKEA to rethink their principles and put sustainability as the prime
focus.According to a report the company’s previously mentioned efforts in solar and wind
power, including 125,000 acres of “responsibly managed forests,” 125 electric vehicle
charging stations, its policy of only selling rechargeable batteries, and its goal to convert all
of its lighting to LED in the next five to six years are to be looked at. (ingka.com, 2021)
IKEA plans to inspire people. With the pandemic knocking at everyone;s door,it has now
opened up the options for consumers to understand the importance of a sustainable lifestyle
and the awareness of ecological balance which is highly essential. (ingka.com, 2021)

6.1 Becoming people and planet positive

IKEA aims to bring sustainability in the lifestyle of people which would help them to lead a
better life.The most indispensable aim or strategy for them at this hour is to bring in
economic balance growth and positive social impact with the protection of environment and
its renewal. They aim to use the resources in such a manner where the needs of the people are
not compromised and also not over exploit the resources to be used by the future generations.
( ingka.com, 2021)
6.2 IKEA sustainability ambitions for 2030
● . IKEA inspires the lives of over 1 billion people to have a better lifestyle within the
arena of the planet.
● While there is growth in the business of IKEA, one must strive hard to become
circular and climate positive and also regenerate resources.
● Across the IKEA value chain a positive social impact is made for everyone.
(ingka.com, 2021)
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7. Citations

1. Business case studies blog, (January 30, 2016) What was the entrepreneurial spirit of
Ingvar Kamprad. Retrieved from
https://businesscasestudiesblog.wordpress.com/2016/01/30/what-was-entrepreneurial-
spirit-of-ingvar-kamprad/

2. Anjana Athanikar (January 30, 2018). 3 Important Business Lessons from IKEA
Founder - Ingvar Kamprad. Retrieved from
https://www.linkedin.com/pulse/3-important-business-lessons-from-ikea-founder-
ingvar-athanikar

3. Tom Popomaronis (2018). 3 Unforgettable Life Lessons Learned From the Iconic
IKEA Founder Ingvar Kamprad. Retrieved from
https://www.inc.com/tom-popomaronis/3-unforgettable-life-lessons-learned-from-
iconic-ikea-founder.html

4. Ikea (2017) retrieved from

https://www.statista.com/topics/1961/ikea/

5. Loeb, Walter(14 January 2017). IKEA Is A World-Wide Wonder. Forbes. Retrieved

from
https://www.forbes.com/sites/walterloeb/2012/12/05/ikea-is-a-world-wide-wonder/
#37fcbb136f42

6. Jennifer Clinehens (January 02, 20201). The Gruen Effect: How IKEA’s Store Design
Makes You Buy More. Retrieved from
https://medium.com/choice-hacking/the-gruen-effect-how-ikeas-store-design-makes-
you-buy-more-27316f330385

7. Business Insider (2 October 2017). The 12 most popular IKEA products of all time.
Retrieved from
https://www.businessinsider.in/tech/the-12-most-popular-ikea-products-of-all-time/
articleshow/54529808.cms#2-the-poang-chair-sells-15-million-units-a-year-11
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8. Sonya Harris (September 1, 2020). IKEA x LEGO Collaboration Releases Storage

Boxes That Are Also Toys. Retrieved from
https://mymodernmet.com/ikea-lego-storage-boxes-bygglek/

9. CNN (30 June, 2021). IKEA unveils LGBTQ-themed sofas -- and the internet has
thoughts on its 'bisexual couch'. Retrieved from
https://edition.cnn.com/style/article/ikea-pride-couches/index.html

10. CNET. (15 May 2017) .Ikea Tradfri Smart Lighting Kit. Retrieved from
https://www.cnet.com/reviews/ikea-tradfri-smart-lighting-kit-review/

11. Tepper, Fitz (6 December 2017). Sonos and Ikea are collaborating on sound products
for the home. Retrieved from
https://techcrunch.com/2017/12/06/sonos-and-ikea-are-collaborating-on-sound-
products-for-the-home/

12. Martin Wainwright (2005). Buying a house? Pick up a flatpack at Ikea. Retrieved
from
https://www.theguardian.com/business/2005/feb/02/
homesandgardens.housingdemand

13. Atle Vårvik (2021) The fear of failure is the enemy of development. Retrieved from

https://mot.global/2018/02/the-fear-of-failure-is-the-enemy-of-development/#header

14. Scott Allen (2019). Ingvar Kamprad: IKEA Founder and One of the World's Richest
Men. Retrieved from

https://www.thebalancesmb.com/ikea-founder-ingvar-kamprad-entrepreneur-profile-
1200461

15. Robert lewis (2018),Ingvar kamprad. Retrieved from

https://www.britannica.com/topic/IKEA
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16. The Moscow Times (2015), IKEA Plans Major Expansion of Two Moscow Malls.
Retrieved from

https://themoscowtimes.com/articles/ikea-plans-major-expansion-of-two-moscow-malls-
47025

17. Sam Biddle(2018)The IKEA tv reviewed: worse than assembling 100 bookshelves at
once. Retrieved from

https://gizmodo.com/the-ikea-tv-reviewed-worse-than-assembling-100-bookshe-5919216

18. Emma Steen (2020). Ikea is releasing its first-ever apparel line in Harajuku. Retrieved
from

https://www.timeout.com/tokyo/news/ikea-is-releasing-its-first-ever-apparel-line-in-
harajuku-072120

19. Kashyap Kompella (2020). IKEA Acquires Geomagical Labs: Top Takeaways For
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