The aim of this diploma thesis is to analyse the retail concept of the IKEA Group. The theoretical part focuses on retail concepts in general, trends which are currently having a significant influence on retail concepts and the country of company's origin -- Sweden. The practical part analyses three main pillars of its retail concept -- catalogue, store and web site. Further it analyses Company's marketing tools, IKEA's trademark, copyright and its activities related to environmental sustainability and corporate social responsibility.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:73891 |
| Date | January 2010 |
| Creators | Raková, Veronika |
| Contributors | Filipová, Alena, Zeman, Jiří |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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