Role kultury při mezinárodním rozšiřování společnosti IKEA

The role of corporate culture and brand in the international expansion of companies is crucial. It emphasizes the significance of a strong, recognizable brand that resonates with people globally. IKEA serves as an exemplary company that has achieved international success through its strong corporate culture. Being the world's largest furniture retailer, IKEA's expansion into 62 countries highlights the importance of a well-established company culture. The the aim of this work is to explore the significance of company culture and brand in international expansion, with a specific focus on developing a model for IKEA's adaptation to the Brazilian market. The thesis aims to provide insights and a framework for effectively expanding and adapting IKEA's cultural aspect to align with the preferences and values of the local population in Brazil.