Corporate Responsibility and Hypercompetition. The IKEA Case
Keywords:Corporate Responsibility, Corporate Social Responsibility, Organisational Culture, Responsible Corporate Culture, Hypercompetition, The Ikea Case
The rapid changes caused by growing complexity, accelerating technological innovation and globalisation, have driven companies to play a precise economicsocial role. Hypercompetition implies a substantial change in a company’s strategic objectives: every advantage gained over the rivals is rapidly imitated and surpassed. Hypercompetition needs from the company the ability to control simultaneously: costs and quality; timing and know-how; strengths and weaknesses; financial resources. Following the expansion of its target market which has become global, a company often adopts a network structure. The network requires the activation of relations with local interlocutors and presupposes a coordinated system of values inside the organisation.
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