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Elmtaryd is the name of the farm on which Ingvar Kamprad was raised and Agunnaryd is the name of the village in which the farm was located" (Altomare and Nattrass 1999, p. 429) the Swedish firm keeps its financials close to its vest, but IKEA has clearly succeeded with its business model of big box stores (some over 40,000 square feet), low prices, a family-friendly shopping environment, clever marketing, and tasteful, simply designed furniture. IKEA's mission statement is "to provide a better everyday life for the majority of people" (Altomare 1999, p. 430) and follows this mission not just in its furniture, but in its environmentally-friendly production and distribution techniques...
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