Case Studies in Innovation to Produce Lower Prices: IKEA, ING DIRECT, Mercadona and Privalia

Josep Francesc Valls Giménez
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Josep Francesc Valls Giménez: ESADE Business School

Chapter 4 in Beyond the Low-Cost Business, 2013, pp 145-182 from Palgrave Macmillan

Abstract: Abstract When Marino Maganto, Director of the Badalona IKEA store and head of the planned opening of the centre at Gran Vía 2, looked at the ad agency’s storyboard, he nodded. He liked aggressive advertising and this proposal was just that. In spades. He was just about to open the second IKEA centre in Barcelona’s Metropolitan Area, and the advertising campaign was going to be intense.

Keywords: Customer Loyalty; Saving Bank; Brand Awareness; Brand Extension; Spanish Market (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-27753-4_5

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DOI: 10.1057/9781137277534_5

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