English as a marketing tool in a non-English speaking environment - a case study of Ikea

Polina Rachkova

Bachelor's thesis

Abstract:

The aim of this bachelor thesis is to analyse and define the role of English language as a marketing tool in non-English speaking environments, with a specific focus on the case study of Ikea. Aims: 1. To evaluate the effectiveness of English as a marketing tool for Ikea in non-English speaking environments. 2. To identify the linguistic and cultural barriers that Ikea faces when using English as a marketing tool. 3. To examine the strategies that Ikea employs to overcome these barriers and successfully market their products in non-English speaking environments. 4. To explore the perceptions and attitudes of local consumers towards English as a marketing tool for Ikea products in non-English speaking environments.

Keywords

English language, marketing tool, non-English speaking environments, Ikea, business, culture

Language used: English

Date on which the thesis was submitted / produced: 16. 3. 2024

Thesis defence

• Date of defence: 28. 5. 2024
• Supervisor: PhDr. Martina Jarkovská, Ph.D.
• Reader: Kristýna Dobiášová, Mgr.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Economics and Management