Add references apa format to reinforce both paragraphs about the "why","what" and "how" a business does what it does.

To explain IKEA's value proposition, all you have to do is look at how much people spend each year to visit their retail locations and purchase IKEA products. This offering aims to make life better for the many by providing well-designed, practical home furnishings that are available at reasonable costs to as many people as possible. The company keeps their promise by developing insights into how customers live, then translating those insights into useful products. After that, they design attractive furniture that ships and sells in boxes with flat bottoms. The whole process is made efficient and scalable by using a highly effective, scalable manufacturing and distribution process.

It has long been clear what IKEA's "why" through the founder Ingvar Kamprad went into the home-furnishings industry in order to assist individuals who are impoverished or from modest means, and whose only other option is to either manufacture or inherit furniture. Even when rivals became angry about IKEA's cheap pricing, he remained loyal to that goal. Instead of raising prices, Kamprad included more features, brought design in-house, and searched for new sourcesmostly in Eastern Europefor production.

IKEA has a deep love for at-home living. In this sense, our culture is founded on excitement, cooperation, and the goal-oriented mentality of "get it done". We are optimists who are always on the lookout for new and better methods to do things. This might be devising a rocker that will fit inside a flat-pack, as well as producing inexpensive LED light bulbs. Our goal is to improve the daily lives of our clients, as well as the livelihoods of our co-workers and the suppliers with whom we collaborate. This extends beyond interior decorating. We want to make a good effect on the planet, starting with our own materials and our customers' lives.

Rethinking purpose benefits IKEA as a brand greatly by increasing the degree of strategic clarity while also enhancing staff engagement. Management needs to be held responsible for the company's effort by the board of directors. Some believe that boards have a fiduciary duty to attend to a company's purpose and to its capacity to survive. Management should encourage board members to raise difficult questions that might include: Could our workers tell the difference between our purpose statement and that of our competitor?.

Ikea on the other hand is in contrast to Lego, that chooses to create its own brand identity instead of collaborating with other businesses on branding messaging for its products. There have been occasions when A's product has appeared in television programmes or movies, but there has been no concrete relationship formed with organisations capable of amplifying A's message and implementing A's mission. is extremely good at identifying entertainment and entertainment-value building global and regional partners

https://hbr.org/2019/11/why-are-we-here