List of illustrations vii Acknowledgments ix
1 Configuring IKEA 1
A furniture company's history and legitimacy 2
Facts and fictions 5
The self-image in a landscape of manuals 8
2 Once upon a time 15
The story of IKEA 19
The 'IKEA Way': what and how to do it 22
I'm your man 29
Different ways of narrating IKEA 33
'Not for the rich. But for the wise' 38
Robin Hood of furniture industry: from the high street to the Masses 40
3 Swedish stories and design 51
Blue and yellow linguistics 54
The nature-loving Swedes and the thrifty people of Smaland 55
Welfare and the welfare state 57
Beauty for all 58
Swedish modern and Scandinavian design 62
House styles and Swedish collections 63
Images on the global arena 67
From copycat to master of style 70
4 Sweden designed by IKEA 79
The brand state 79 Brand Sweden 82 Sweden loves IKEA 84
5 Counter-narratives 91
From social role model to brand 91
Beyond the blond 93
Old wine in new bottles 95
IKEA in the limelight 99
The socially responsible corporation 101
6 Democracy for sale 109
The best story wins 109
Seductive interiors 114
References 125
Index 137