From IKEA to the World: The Role of Cultural Awareness in International Business

Lydia Choi-Johansson, IKEA Marketing & Communication Intelligence Leader, joins us to talk about what globalisation really means when international brands enter local markets. Born and raised in South Korea, Lydia lived in cities across different regions and is currently based in Sweden, she also tells us about the work she does as a researcher informing IKEA’s product development by looking into people’s life at home, and how cultures play a part in people’s home decor choices.

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