Marketing Currents - Business and Marketing Current Events

Ikea ditches catalogue after almost 70 years

Ikea is ending its bible-sized annual catalog after 70 years in publication.

The Swedish retailer cited the increasing shift to online browsing and shopping for the end of its catalog. Ikea said in a statement it has “taken the emotional but rational decision to respectfully end the successful career” of the print and digital versions of the catalog.

Click here to read the story at cnn.com.

Discussion Questions:

  1. What is a catalog?
  2. Why do you think catalogs had been so important to Ikea in the past?
  3. When is the last time you saw a catalog?
  4. Why do you think Ikea is discontinuing the catalog?
  5. Despite the shift in consumer behavior to shopping online, do you think there is still some advantage to sending out catalogs? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.
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Chris Lindauer

After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.