Behaviors, Actions and Communications of IKEA Term Paper

Behaviors, Actions and Communications of IKEA - Term Paper Example There is a great need in the modern society that enterprises were guided not only by the possibility to make more profit but also to fulfill the community’s expectations. It requires companies to be customer-centered and perform activities in accordance with the view of society’s development. In addition, companies should also be responsible to stakeholders with regard to the environment, equity, employment, health, and human rights and community development (Fulfilling Social Responsibility  Ã¢â‚¬â€œ Extract from Chinese Government Guidelines, 2013). Such an approach will help enterprises realize a balance between their growth, society and the environment. Moreover, its a requirement by the entire society that companies followed social activities since businesses have a significant impact on almost all aspects of the society and life of its people.   Edvardsson and Enquist (2006) state that the most fundamental and enduring asset for any company is the brand. However, value-based service brands are more important in building the good company’s image, where the enterprise tries to avoid aligning itself with such negative values as environmental pollution or cheap labor conditions. Instead, focusing on the attractive values such as community development and provision of healthy products help the company to create its positive image and contribute fully to the society (Edvardsson & Enquist, 2006). A Swedish multinational company Ikea that designs and sells  ready-to-assemble furniture, appliances, small motor vehicles, and home accessories, has built its values-based service brand by following the vision â€Å"To create a better everyday life for the many people† (The Ikea vision, n.d.).  The idea of its founder to create the home furnishings of good design and functionality and at a price that everyone could afford was the main â€Å"democratic idea† of the company.     Ã‚