This episode discusses the IKEA Museum in Älmhult, Sweden, exploring how it showcases IKEA's history and brand values. The museum utilizes over 20,000 exhibits to illustrate IKEA's commitment to democratic design, sustainability, and its Swedish roots. This initiative is framed within the concept of heritage commodification, using the past to create present-day relevance and connect with consumers on an emotional level. The discussion also examines how the museum impacts both customers and employees, strengthening brand identity and fostering a sense of community. Finally, the conversation highlights the museum's role in cultural transfer, subtly influencing attitudes and behaviors through storytelling and immersive experiences.

This podcast is based on the following article:

Billore, S., Genc, E.A., & Ozturkcan, S. (2025). Brand museums, commodification of cultural heritage, and cultural transfer: The case of the IKEA Museum. Scandinavian Journal of Management, 41(1), 101388.  https://doi.org/10.1016/j.scaman.2024.101388.