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BBC NEWS | Europe | In search of Europe: Sweden

Sweden's Ikea has useful lessons for EU politicians in managing diversity, the BBC's Jonny Dymond reports, as he tours the continent ahead of next month's European elections.

Sweden is such a delightful place, it seems desperately unfair to focus on just one of its many gifts to the world.

But the question must be asked: has Ikea, the Swedish home furnishings-to-meatballs retail behemoth, done more to unify Europe than the European Parliament?

Perhaps that's the wrong way to phrase the question. Perhaps it should be: how does Ikea manage to unify Europeans around its brand and its products, where the parliament so often fails to do so?


by Fran (fran at eurotrib dot com) on Mon May 18th, 2009 at 12:59:09 PM EST
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