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Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: The changing marketing orientation within the business model of an international retailer - IKEA in China over 10 years
Author(s): Burt, Steve
Dawson, John
Johansson, Ulf
Hultman, Jens
Keywords: IKEA
business model
market orientation
international retail
Issue Date: 22-Dec-2020
Citation: Burt S, Dawson J, Johansson U & Hultman J (2020) The changing marketing orientation within the business model of an international retailer – IKEA in China over 10 years. International Review of Retail, Distribution and Consumer Research.
Abstract: The paper reports an interview-based study that considers market driving and market-driven activities within the disaggregated components of the business model. The empirical study is of IKEA in China over a 10 year period. Market orientation is considered as a position on a continuum rather than as binary positions. The components of the business model are developed from the Osterwalder and Pigneur structure. Over the study period, the balance between driven and driving orientations within components of the business model changed in multiple ways. This article’s contribution is the illustration of disaggregating the market orientations of driven or driving activities and associating these with the particular components of the business model and so studying what happens to the driven-driving balance over time. The approach has wider applicability for attempts to understand the dynamics of international retailing.
DOI Link: 10.1080/09593969.2020.1857294
Rights: © 2020 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (, which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.
Notes: Output Status: Forthcoming/Available Online
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