IKEA’s Global Marketing Strategy

IKEA’s Global Marketing Strategy



1. What were the sources of IKEA’s successful entry in furniture retail business in Sweden?

2. What forces are driving changes in the industry?



3. What factors do you see as critical to competitive success in the furniture industry?

4. How important was internationalization to IKEA? What challenges did IKEA face while expanding internationally, and how did they overcome them?

5. What were the management processes by which IKEA coordinated and controlled its Europe-wide operations?

6. What was Ingvar Kamprad’s role in the development in IKEA?