（英格瓦的亲笔签名）
作者：英格瓦 坎普拉德
To create a better everyday life for the many people
by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.
We have decided once and for all to side with the many. What is good for our customers is also, in the long run, good for us. This is an objective that carries obligations.
All nations and societies in both the East and West spend a disproportionate amount of their resources on satisfying a minority of the population. In our line of business, for example, far too many of the fine designs and new ideas are reserved for a small circle of the affluent. That situation has influenced the formulation of our objectives.
After only a couple of decades, we have achieved good results. A well-known Swedish industrialist-politician has said that IKEA has meant more for the process of democratisation than many political measures put together. We believe, too, that our actions have inspired many of our colleagues to work along the same lines.
Sweden, our “domestic market”, has become a world pioneer in that many of the new concepts have been devised right from the outset for the benefit of the many – all those people with limited resources. We are in the forefront of that development.
But we have great ambitions. We know that we can be a beneficial influence on practically all markets. We know that in the future we will be able to make a valuable contribution to the process of democratisation outside our own homeland too. We know that larger production runs give us new advantages on our home ground, as well as more markets to spread our risks over. That is why it is our duty to expand.
The means we use for achieving our goals are characterised by our unprejudiced approach, by “doing it a different way” if you will, and by our aim to be simple and straightforward in ourselves and in our relations with others.Lifestyle is a strong word, but I do not hesitate to use it.
Part of creating a better everyday life for the many people also consists of breaking free from status and convention – becoming freer as human beings. We aim to make our name synonymous with that concept too – for our own benefit and for the inspiration of others.
We must, however, always bear in mind that freedom implies responsibility, meaning that we must demand much of ourselves.
No method is more effective than the good example.
I claimed earlier that we contribute to the process of democratisation. Let me add, to avoid any misunderstanding, thatthis does not mean that we take a position on questions of equality – such as salary issues. Though you may say that here again, we approach these problems from a different perspective.
Our product range and price philosophy, which are the essence of our work, are described in the following chapters. They also describe the rules and methods that we have worked out over the years as cornerstones of the framework of ideas that have made and will continue to make IKEA a unique company.
Ingvar Kamprad,
20 December 1976
为大众创造更美好的日常生活
提供种类繁多、美观实用、老百姓买得起的家居用品。
与大众站在一起是我们一贯的方针。从长远角度看，大众的利益就是我们的利益。实现为大众服务的目标，要求我们具备责任感。
在东西方任何国家及其社会制度里，绝大部分资源都是用以满足一小部分人需求的。以我们家具行业为例，太多太多设计新颖的漂亮家具，只有少数有钱人才能买得起。宜家要改变这种状况。
经过二十多年的努力，我们已经取得了一定的成功。一位著名瑞典实业家兼政界家曾评价说：“宜家对民主化进程的影响已远远超过了许多政治手段的总和”。我们深信，我们的行动也激励着许许多多宜家员工朝着同一方向共同努力。
瑞典 – 我们的本土市场，已成为世界的领军者。在这里我们开创的许多新理念已经使经济条件有限的普通大众能够买到质量上乘的家具。我们位于发展的最前沿。
我们胸怀大志。我们知道我们能对所有市场产生积极的影响；我们知道我们能为国内外民主化进程做出有价值的贡献；我们知道更多的产品系列既能为我们的本土市场提供新的领先优势，又能为我们提供更多的市场以分散风险。因此发展宜家事业，我们责无旁贷。
要实现我们的目标，我们靠的是不存偏见的方法，靠的是“敢于与众不同”，靠的是简单、直接的处事之道。
为大多数人创造更美好的日常生活，还意味着要摆脱地位和世俗的束缚 – 活得更自由更真实。为了我们的自身利益，并且激励他人，我们要让宜家的名字成为我们理念的代名词。我们必须牢记自由意味着责任，也就是说，我们必须对自己提出更高的要求。
最有效的方法莫过于以身作则。
前面我提到过我们对民主化进程的贡献。为避免误解，我想再补充一下，这并不是说我们要对平等问题发表立场，例如工资问题等。尽管你们可能会提及，但我们也要从不同角度来处理此类问题。
以下各部分介绍了我们的产品系列和价格策略，这是我们工作的精髓。此外，还介绍了我们的规章和工作方法，这是我们思想领域中的重要基石，它曾经并将继续令宜家在家具行业中独树一帜。
英格瓦 坎普拉德
1976年12月20日
原创文章，作者：创业百花谷，如若转载，请注明出处：https://www.liuwanlan.com/share/1510
