najbolji izbor nekretnina /the best real estate offer - DalCasa

Blagovaonica Jämsunda / Jämsunda dining roomset
ally create firm and tangible
objects with their own hands,
Ikea has democratically given
everyone a chance to create
and play around. Kamprad
and his associates have remained
faithful to that concept
from the beginning to
this day, and everything
that has made Ikea what it
is today was assembled by its
owner in a book called “Legacy of a Furniture Dealer”,
which he wrote back in 1976, and which has now been
turned into the company’s semi-philosophical manifesto.
It reveals another special dimension of Ikea’s relationship
towards business, profit and money. When it comes
to numbers, the company policy is very strict: you can
always hear about the amount of Ikea’s new items, or
the number of catalogues that have been printed, or
the stores that are spread all over the world, but you will
never hear the bragging about numbers from financial
reports, increased profits during the last year or other
“dislikeable” information that could turn the customer
off from personally contributing to the growth of today’s
mega-corporation. The communication tactic strictly
forbids constructing the company’s image on the basis
of financial power, instead instructing its chief executives
to speak about the successes in the fields of manufactursible
for the majority of people.” You might call it true
Swedish social conscientiousness combined with a lot of
business spirit.
Packaged Furniture
Ikea received its name after the initials of its owner Ingvar
Kamprad, as well as the names of the little town and the
farm in southern Sweden where, during the late 1940s, he
started his business as a seventeen-year old, selling pencils
and Christmas cards in the shed of his family estate.
He expanded his business to furniture five years later, and
the first store with the famous name was opened in 1958
in Almhult. But it wasn’t the owner who made Ikea what
it is today; it was rather one of his first employees in 1956,
thanks to a simple invention: furniture that is delivered in
parts and assembled at home. Legend says that it was
purely a stroke of necessity, as he attempted to deliver
a table by his car. By taking the legs off the table, packing
that table into the trunk suddenly became very easy,
and it was during that same year that Ikea started to
pack all their products into flat packages that the new
owners were assembling by themselves, thus creating a
cult following in their country because people liked the
idea of doing some work on their new furniture themselves.
Ikea’s “do it yourself” technology is one of the simplest,
as it is also adjusted to those who aren’t very strong
with tools. Maybe that’s a part of Ikea’s charm: in these
times of high technology, when very few people actu-
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