CONFIGURING IKEA; A furniture company's history and legitimacy; Facts and fi ctions; The self-image in a landscape of manuals; Notes; ONCE UPON A TIME; The story of IKEA; The 'IKEA Way': what and how to do it; I'm your man; Different ways of narrating IKEA; 'Not for the rich. But for the wise'; Robin Hood of the furniture industry: from the high street to the Masses; Notes; SWEDISH STORIES AND DESIGN; Blue and yellow linguistics; The nature-loving Swedes and the thrifty people of Småland; Welfare and the welfare state Beauty for all; Swedish modern and Scandinavian design; House styles and Swedish collections; Images on the global arena; From copycat to master of style; Notes; SWEDEN DESIGNED BY IKEA; The brand state; Brand Sweden; Sweden loves IKEA; Notes; COUNTER-NARRATIVES; From social role model to brand; Beyond the blond; Old wine in new bottles; IKEA in the limelight; The socially responsible corporation; Notes; DEMOCRACY FOR SALE; The best story wins; Seductive interiors.