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, n.d.)." At this level, Ikea's culture can be understood by what people can see, hear and feel. According to Smith (2012), IKEA was listed in Fortune magazine for the “100 Best Companies to Work For” and “100 Best Companies for Working Mothers” awards. Indeed, being listed in the given award, IKEA is a great place to work. The result of the awards was actually generated from the questionnaire distributed to more than 252,000 employees of 257 companies (PwC, 2014). At the same time, the “100 Best Companies for Working Mothers” award demonstrates IKEA's concerns regarding employee commitment to the family. As a result, many “colleagues” expressed positive feedback regarding the work culture at Ikea (Smith,