Exploring digitalisation at IKEA
PurposeThe paper aims to clarify how an incumbent retail organisation explores digitalisation for its existing business.Design/methodology/approachThe paper draws from an in-depth case study of home-furnishing retail giant, IKEA conducted with semi-structured interviews, participant observations and document analyses.FindingsIn the exploration phase of digitalisation, three major activities – intePurposeThe paper aims to clarify how an incumbent retail organisation explores digitalisation for its existing business.Design/methodology/approachThe paper draws from an in-depth case study of home-furnishing retail giant, IKEA conducted with semi-structured interviews, participant observations and document analyses.FindingsIn the exploration phase of digitalisation, three major activities – inte