Chair of Strategy and Marketing

Welt cited Prof. Dr. Martin Fassnacht

Comments on the decision to say goodbye to the legendary IKEA Catalogue

After 70 years Ikea decided to stop publishing its iconic catalog. This announcement seems to be a natural process since media consumption and customer behaviors have changed. Prof. Dr. Martin Fassnacht is not surprised by this fact: “It is a clever move by IKEA to announce the end of the catalog. Because of the Covid19 crisis, we are all much more digital than we were a year ago.” Social media channels such as Facebook and Instagram have overshadowed the Ikea catalog in recent years. “It is probably only the older generation that still really appreciates it,” Prof. Fassnacht said.

Read the full article and the comments by Prof. Dr. Martin Fassnacht here