He was once quoted as saying that “maintaining a strong IKEA culture is one of the most crucial factors behind the continued success of the IKEA concept (Ikea, nd). » At this level, Ikea's culture can be understood from what people can see, hear and feel. According to Smith (2012), IKEA has been featured in Fortune's "100 Best Companies to Work For" and "100 Best Companies for Working Moms" awards. In fact, being listed in this award indicates that IKEA is a great place to work. The rewards result was actually generated from the questionnaire distributed to more than 252,000 employees in 257 companies (PwC, 2014). At the same time, the “100 Best Companies for Working Mothers” award demonstrates IKEA's concern for its employees' commitment to their families. As a result, many “colleagues” have expressed positive comments regarding the work culture at Ikea (Smith,