The IKEA concept was a revolutionar

The IKEA concept was a revolutionary one which was well ahead of its time. Essentially, IKEA has built an anti-brand which stands for the good of the many people rather than a narrow group of shareholders. IKEA began with the question: ‘Who’s on the side of the customer?’ From this stemmed a corporate philosophy which asked two further questions:
• ‘Isn’t there room for an anti-brand that stands for low price, high quality and innovation?’
• ‘Isn’t there room for an anti-brand that stands for the benefit of everyone?’