Ideología
Páginas: 36 (8908 palabras)
Publicado: 31 de marzo de 2011
PuBlIshED By InTEr IKEA sysTEms B.V.
2007
The Testament of a Furniture Dealer
A Little ΙΚΕΑ Dictionary
®
By Ingvar Kamprad, IKEA founder
Contents
The Testament of a Furniture Dealer
To create a better everyday life for the many people 1. The product range – our identity 2. The IKEA spirit – a strong and living reality 3. Profit gives us resources 4. reaching good results withsmall means 5. simplicity is a virtue 6. Doing it a different way 7. Concentration – important to our success 8. Taking responsibility – a privilege 9. most things still remain to be done. A glorious future! 6 8 10 12 13 15 16 17 18 20
A Little ΙΚΕΑ Dictionary
®
Words humbleness Will-power simplicity The many people making do Experience Doing it a different way never say never Fear of makingmistakes status ... the IKEA Way Bureaucracy honesty Common sense Cost-consciousness Accepting and delegating responsibility Facing up to reality Togetherness and enthusiasm
24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42
2
The Testament of a Furniture Dealer. A little IKEA Dictionary
© Inter IKEA systems B.V. 1976 - 2007
© Inter IKEA systems B.V. 1976 - 2007
TheTestament of a Furniture Dealer. A little IKEA Dictionary
3
The Testament of a Furniture Dealer
4
© Inter IKEA systems B.V. 1976 - 2007
© Inter IKEA systems B.V. 1976 - 2007
The Testament of a Furniture Dealer. A little IKEA Dictionary
5
To create a better everyday life for the many people
by offering a wide range of well-designed, functional home furnishing products at pricesso low that as many people as possible will be able to afford them.
We have decided once and for all to side with the many. What is good for our customers is also, in the long run, good for us. This is an objective that carries obligations. All nations and societies in both the East and West spend a disproportionate amount of their resources on satisfying a minority of the population. In ourline of business, for example, far too many of the fine designs and new ideas are reserved for a small circle of the affluent. That situation has influenced the formulation of our objectives. After only a couple of decades, we have achieved good results. A well-known Swedish industrialist-politician has said that IKEA has meant more for the process of democratisation than many political measures puttogether. We believe, too, that our actions have inspired many of our colleagues to work along the same lines. Sweden, our “domestic market”, has become a world pioneer in that many of the new concepts have been devised right from the outset for the benefit of the many – all those people with limited resources. We are in the forefront of that development. But we have great ambitions. We know thatwe can be a beneficial influence on practically all markets. We know that in the future we will be able to make a valuable contribution to the process of democratisation outside our own homeland too. We know that larger production runs give us new advantages on our home ground, as well as more markets to spread our risks over. That is why it is our duty to expand.
The means we use for achievingour goals are characterised by our unprejudiced approach, by “doing it a different way” if you will, and by our aim to be simple and straightforward in ourselves and in our relations with others. Lifestyle is a strong word, but I do not hesitate to use it. Part of creating a better everyday life for the many people also consists of breaking free from status and convention – becoming freer ashuman beings. We aim to make our name synonymous with that concept too – for our own benefit and for the inspiration of others. We must, however, always bear in mind that freedom implies responsibility, meaning that we must demand much of ourselves.
No method is more effective than the good example.
I claimed earlier that we contribute to the process of democratisation. Let me add, to avoid...
2007
The Testament of a Furniture Dealer
A Little ΙΚΕΑ Dictionary
®
By Ingvar Kamprad, IKEA founder
Contents
The Testament of a Furniture Dealer
To create a better everyday life for the many people 1. The product range – our identity 2. The IKEA spirit – a strong and living reality 3. Profit gives us resources 4. reaching good results withsmall means 5. simplicity is a virtue 6. Doing it a different way 7. Concentration – important to our success 8. Taking responsibility – a privilege 9. most things still remain to be done. A glorious future! 6 8 10 12 13 15 16 17 18 20
A Little ΙΚΕΑ Dictionary
®
Words humbleness Will-power simplicity The many people making do Experience Doing it a different way never say never Fear of makingmistakes status ... the IKEA Way Bureaucracy honesty Common sense Cost-consciousness Accepting and delegating responsibility Facing up to reality Togetherness and enthusiasm
24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42
2
The Testament of a Furniture Dealer. A little IKEA Dictionary
© Inter IKEA systems B.V. 1976 - 2007
© Inter IKEA systems B.V. 1976 - 2007
TheTestament of a Furniture Dealer. A little IKEA Dictionary
3
The Testament of a Furniture Dealer
4
© Inter IKEA systems B.V. 1976 - 2007
© Inter IKEA systems B.V. 1976 - 2007
The Testament of a Furniture Dealer. A little IKEA Dictionary
5
To create a better everyday life for the many people
by offering a wide range of well-designed, functional home furnishing products at pricesso low that as many people as possible will be able to afford them.
We have decided once and for all to side with the many. What is good for our customers is also, in the long run, good for us. This is an objective that carries obligations. All nations and societies in both the East and West spend a disproportionate amount of their resources on satisfying a minority of the population. In ourline of business, for example, far too many of the fine designs and new ideas are reserved for a small circle of the affluent. That situation has influenced the formulation of our objectives. After only a couple of decades, we have achieved good results. A well-known Swedish industrialist-politician has said that IKEA has meant more for the process of democratisation than many political measures puttogether. We believe, too, that our actions have inspired many of our colleagues to work along the same lines. Sweden, our “domestic market”, has become a world pioneer in that many of the new concepts have been devised right from the outset for the benefit of the many – all those people with limited resources. We are in the forefront of that development. But we have great ambitions. We know thatwe can be a beneficial influence on practically all markets. We know that in the future we will be able to make a valuable contribution to the process of democratisation outside our own homeland too. We know that larger production runs give us new advantages on our home ground, as well as more markets to spread our risks over. That is why it is our duty to expand.
The means we use for achievingour goals are characterised by our unprejudiced approach, by “doing it a different way” if you will, and by our aim to be simple and straightforward in ourselves and in our relations with others. Lifestyle is a strong word, but I do not hesitate to use it. Part of creating a better everyday life for the many people also consists of breaking free from status and convention – becoming freer ashuman beings. We aim to make our name synonymous with that concept too – for our own benefit and for the inspiration of others. We must, however, always bear in mind that freedom implies responsibility, meaning that we must demand much of ourselves.
No method is more effective than the good example.
I claimed earlier that we contribute to the process of democratisation. Let me add, to avoid...
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