A Potentially Successful Market for the IKEA Group: Argentina

Author(s)

Giancarlo Scozzese ,

Download Full PDF Pages: 19-40 | Views: 406 | Downloads: 112 | DOI: 10.5281/zenodo.3413523

Volume 2 - August 2013 (08)

Abstract

Many International Economics textbooks report that companies investing abroad without any preliminary market analysis are a lot more than expected. In fact, all business organizations with an interest in internationalization should first take into consideration a range of variables, including geographical as well as cultural distance. It goes without saying that the shorter the distance, the lower the perceived risk. Because cultural traditions are reflected, among other things, in consumption models and consequently account for different types of promotion and distribution, knowing the culture of the country whose economy one is meant to enter will avoid unpleasant surprises at a later date. The goal of this essay is to gain a better understanding of the needs of young Argentines by using a sample of 1,000 individuals, aged between 18 and 30 years, who belonged to different social classes, fell into different consumer behavior groups, and predominantly lived in the Buenos Aires district – this age class amounts to 35% of the total population in Argentina, while inhabitants of the Buenos Aires district amount to 65% of the same total population. Accordingly, a survey was carried out and organized into different stages, with qualitative interviews and questions relating to their evaluation of products of foreign companies that are not present in the Argentine market, IKEA being one of these. 

Keywords

local culture, country of origin effect, competitive advantage, internationalization, mktg mix;

References

  1. Allan A., Tucci C.L., Virili F. (2002), Modelli di e-business, Milano, McGraw – Hill
  2. Corbetta P. (2003), Metodologia e tecniche della ricerca sociale, vol. 1, 2 Bologna, il Mulino
  3. Distefano M. (2001), Soluzione delle controversie nell’OMC e diritto internazionale, Milano, CEDAM
  4. Galeano E. (1971), Las venas abiertas de América Latina, Buenos Aires, Siglo Veintiuno Editores
  5. Hill, C.W.L. (2008), International Business, Milano, Hoepli
  6. Hofstede G. (2001), Culture's Consequences: comparing values, behaviors, institutions, and organizations across nations, Thousand Oaks, CA SAGE Publications
  7. IKEA (2010), Welcome Inside 2010, pubblicazione del gruppo IKEA disponibile su www.ikea.com
  8. IMF Independent Evaluation Office, IMF and Argentina, 1991 – 2001 (Independent Evaluation Office Reports), (2005), Washington, International Monetary Fund
  9. Levitt T. (1983), The Globalization of Markets, Harvard Business Review
  10. Lista tariffe import/export della dogana di Buenos Aires
  11. Notizie in archivio dal 2001 al 2010 della Camera di Commercio Italiana in Argentina
  12. Notizie in archivio dal 2001 al 2010 della UNDP di Buenos Aires
  13. Pellicelli G. (2007), Il marketing internazionale, Milano, Etas
  14. Porter M. (1985), Competitive Advantage: creating and sustaining superior Performance, New York, Free Press
  15. Quotidiano Clarín, edizioni dal 23/10/2010 al 23/01/2011
  16. Scozzese G. (2005), Il Benchmarking, Armando Editore, Roma;
  17. Scozzese G., Chionne R. (2012), Fare business in Argentina, nuovi scenari competitivi dal default ad oggi, Aracne Editrice Srl, Roma;
  18. Seoane M. (2004), Argentina. Paese dei paradossi, Bari-Roma, Laterza
  19. Schlitzer G. (2004), Il Fondo monetario internazionale, Bologna, Il Mulino
  20. Statistiche del 2010 fornite dalla Cámara Argentina de Comercio
  21. Tanz V. (2005), Argentina: An Economic Chronicle. How one of the richest country of the world lost its wealth, Kindle Edition, www.amazon.com
  22. The antibribery convention, documento dell‟OECD (www.oecd.org)
  23. The role of the IMF in Argentina 1991-2001, documento dell‟OECD (www.oecd.org)
  24. UNDP, Explication note on 2010 HDR composite indices, www.undp.org
  25. Valdani, Bertoli (2006), Mercati internazionali e marketing, Milano, EGEA
  26. World Bank, Doing Business in Argentina 2010, pubblicazione del 2010
  27. Zanatta L. (2010), Storia dell'America Latina contemporanea, Bari-Roma, Laterza
  28. Zaza R. (2010), Argentina 2001 – 2009: From the financial crisis to the present, Kindle Edition, www.amazon.com

Cite this Article: