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Author McNamara, Tom

Title Can IKEA adapt its service experience to India? / Tom McNamara and Irena Descubes
Published Bingley, U.K. : Emerald, 2016
Online access available from:
Emerald Emerging Markets    View Resource Record  


Description 1 online resource (11 pages)
Series Emerald emerging markets case studies 2045-0660 ; vol. 6, no. 1
Summary The case deals with IKEA's unique service experience, and the company's plans to expand into India. The question that is dealt with primarily is, "Can IKEA successfully introduce and adapt its service experience to the Indian market." IKEA's service experience is critically explored, as well as the concept of "service" in India
Notes Expected learning outcomes: After studying the case, it is expected that students will have a better understanding of what is a "service experience," as well as how it can give a company a competitive advantage. It is also expected that students will have a better understanding of the retail market and consumer behavior in India
Teaching Notes are available for educators only. Please contact your library to gain login details
Bibliography Includes index and bibliographical references
Audience BA level
Subject Export marketing
Genre/Form Case studies.
Form Electronic book
Author Descubes, Irena