If marketing failed on intercultural communication: Ikea furniture instead of women?


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Copyright: Images of Ikea.

In times when some men have sex dolls instead of women, you should not be surprised anymore, are you? Ikea wooed women's rights activists last week when it became known that the furniture store in the Saudi version of the catalog was retouching the women. This drives strange flowers on the Internet: A blog shows what a world would look like to replace women in Ikea furniture.

When marketing fails in intercultural communication: Ikea furniture instead of women? ikea1

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Here writes for you: Simone Janson is a publisher, German Top20 blogger and HR communication consultant. Profile

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A bride as a towel holder, mother Theresa as a grater?

Overview

When marketing fails in intercultural communication: Ikea furniture instead of women? ikea

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When marketing fails in intercultural communication: Ikea furniture instead of women? mother Theresa

Model as shelves

Overview

Via Twitter I'm on this action : An unknown person has removed the women from various photos of celebrities or well-known works of art and replaced them with Ikea furniture. The comparisons he makes at this time are funny to grotesque and, in part, flattering, a little tasteless:

A bride as a pink towel holder. Yoko Ono as a drawer commode. Mother Therasa as a grater. Audry Hepburne as a refrigerator. Princess Kate as a lamp. Models on the catwalk as shelves. And God in Michelangelo's "Creation of Adam" surrounded by pillows instead of female angels. He does not even stop in front of Anne Frank, she quickly becomes a folding chair.

A world where women are Ikea furniture?

Overview

When marketing fails in intercultural communication: Ikea furniture instead of women? ikea

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If the background were not so sad, you might think it was a successful gurilla marketing action. But that leaves the laughter stuck in the throat - especially since one does not know the motives of the maker. And the question arises: what would a world without women look like? Without human closeness and emotions? At least not as hip and lifestyle as the Ikea catalog wants to convey.

"If you want to be successful internationally, you prefer to show furniture than women"

Overview

Add to this the often-discussed question, to what extent Company undemocratic rules in one country or wanting to do business there. Greetings from the Google-China discussion.

The reactions in the network from the procedure of ikea and to the picture series were correspondingly ironic to negative. Ina Steinbach commented sarcastically:

[twitter Ina_Steinbach / status / 255311711966461952]

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Christian Brandes, founder of Spiegel Offline, today Schlecky Silberstein, brings the matter to the point: "In the meantime, the furniture store apologized, but we remember: If you want to be internationally successful, you prefer to show furniture rather than women." And the Swedish EU minister Birgitta Ohlsson condemned the procedure on Twitter as "medieval":

https://twitter.com/birgittaohlsson/status/252718059331133440

Ikea apologized immediately

Overview

Ikea, by the way, apologized. In a statement the company writes: "We should have reacted and understood that the exclusion of women from the Saudi Arabian version of the catalog conflicts with the values ​​of the Ikea group." But as I said, when the money is waving, the bugs are great first.

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