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1、TheMakingofaSuccessStory1IKEAistheworldslargestfurnitureretailer,andthemanbehinditisIngvarKamprad,oneoftheworld5smostsuccessfulentrepreneurs.BorninSwedenin1926,Kampradwasanaturalbusinessman.Asachild,heenjoyedsellingthingsandmadesmallprofitsfromsellingmatches,seedsan
2、dpencilsinhiscommunity.WhenKampradwas17,hisfathergavehimsomemoneyasarewardforhisgoodgrades・Naturallyheusedittostartupabusiness-IKEA.2IKEA'snamecomesfromKamprads'initials(LK・)andtheplacewherehegrewup('E'AJ.TodayIKEAisknownforitsmodern，minimalistfurniture1,butitwasnot
3、afurniturecompanyinthebeginning・Rather,IKEAsoldallkindsofmiscellaneousgoods・Kamprad5swaresincludedanythingthathecouldsellforprofitsatdiscountedprices,includingwatches,pensandstockings.3IKEAfirstbegantosellfurniturethroughamail-ordercataloguein1947.Thefurniturewasall
4、designedandmadebymanufacturesnearKamprad9shome.Initialsaleswereveryencouraging,soKampradexpandedtheproductline・FurniturewassuchasuccessfulaspectofthebusinessthatIKEAbecamesolelyafurniturecompanyin1951・4In1953IKEAopeneditsfirstshowroominAlmhult,Sweden.IKEAisknowntoda
5、yforitsspaciousstresswithfurnitureinattractivesettings,butintheearly1950s,peopleorderedfromcatalogues.Thusresponsetothefirstshowroomwasoverwhelming:peoplelovedbeingabletoseeandtrythefurniturebeforebuying让・Thisledtoincreasedsalesandthecompanycontinuedtothrive.By1955,
6、IKEAwasdesigningallitsownfurniture・5In1956Kampradsawamandisassemblingatabletomakeiteasiertotransport・Kampradwasinspired.Themanhadgivenhimagreatidea:flatpackaging".FlatpackagingwouldmeanlowershippingcostsforIKEAandlowerpricesforcustomers.IKEAtrieditandsalessoared.The
7、problemwasthatpeoplehadtoassemblefurniturethemselves,butovertime,eventhisgrewintoanadvantageforIKEA.Nowadays,IKEAisoftenseenashavingconnotationsofself-sufficiency.Thisimagehasdonewondersforthecompany,leadingtobettersalesandcontinuedexpansion.6Todaythereareover200sto
8、resin32countries.Amazingly,IngvarKampradhasmanagedtokeepIKEAaprivately-heldcompany.In2004hewasnamedtheworlcTsrichestman.Hecurrentlylivesin
