Selling the Scandinavian Lifestyle

Tom Huzzell, Managing Director of IKEA Malaysia Singapore and Malaysia, talks about its corporate structure, its franchise concept and its founder Ingvar Kamprad.

He also discusses operational challenges, competition, pricing and styling issues.

He also talks about the expansion plan and future branch openings,  the cost of opening a branch and traffic ranking on a global basis.

He also discusses quality issues and the concept of "scandinavian design".