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How the “Ikea effect” explains today’s startups


Mortimer, G and Mathmann, F and Grimmer, EL, How the 'Ikea effect' explains today's startups, Fast Company, Fast Company Inc, United States, 1 May (2019) [Magazine Article]

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Having customers do most of the work, feel great about it, and at the same time perceive they have attained value for their money is the Holy Grail in business. Ikea gets it–and so do many of today’s hottest startups.

Item Details

Item Type:Magazine Article
Keywords:marketing, retail, consumer behaviour
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing communications
Objective Division:Commercial Services and Tourism
Objective Group:Property, business support services and trade
Objective Field:Wholesale and retail trade
UTAS Author:Grimmer, EL (Dr Louise Grimmer)
ID Code:132288
Year Published:2019
Deposited By:TSBE
Deposited On:2019-05-02
Last Modified:2019-05-02
Downloads:1 View Download Statistics

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