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

In: Beyond the Low-Cost Business

Author

Listed:
  • Josep Francesc Valls Giménez

    (ESADE Business School)

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.

Suggested Citation

  • Josep Francesc Valls Giménez, 2013. "Case Studies in Innovation to Produce Lower Prices: IKEA, ING DIRECT, Mercadona and Privalia," Palgrave Macmillan Books, in: Beyond the Low-Cost Business, chapter 4, pages 145-182, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-27753-4_5
    DOI: 10.1057/9781137277534_5
    as

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