Case Studies in Innovation to Produce Lower Prices: IKEA, ING DIRECT, Mercadona and Privalia

When Marino Maganto, Director of the Badalona IKEA store and head of the planned opening of the centre at Gran Via 2, looked at the ad agency’s storyboard, he nodded. He liked aggressive advertising and this proposal was just that. In spades. He was just about to open the second IKEA centre in Barcelona’s Metropolitan Area, and the advertising campaign was going to be intense.