'The IKEA Saga': How Service Culture Drives Service Strategy

Not much attention has been devoted to the relationship between service culture and service strategy, including services marketing strategy. The assumption that service culture drives service strategy has not been empirically examined. The aim of this paper is to contribute to a better understanding...

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Bibliographic Details
Published in:The Service industries journal 2002-10, Vol.22 (4), p.153-186
Main Authors: Edvardsson, Bo, Enquist, Bo
Format: Article
Language:English
Subjects:
Corporate culture
Marketing
Retail stores
Service industries
Statistical analysis
Studies
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Summary:Not much attention has been devoted to the relationship between service culture and service strategy, including services marketing strategy. The assumption that service culture drives service strategy has not been empirically examined. The aim of this paper is to contribute to a better understanding of the strategic role that service culture and service strategy have for business development in a long-term perspective. The empirical basis for our discussion comes from IKEA, the largest retail furniture firm in the world. Our results clearly show the importance of a strong and dynamic service culture for market and business success.
ISSN:0264-2069
1743-9507
DOI:10.1080/714005098