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Assignment:
Read the attached case study and answer all of the questions below in a complete 1-2 pages paper.
1. Has IKEA taken a standardization approach or an adaption approach in its markets around the world? Do you think the company’s approach is the right one for the future? Explain.
2. Which retailers are the IKEA’s biggest competitors in United States? Why?
3. When company founder Kamprad decided to expand into china, his decision was not based upon market research but, rather, on his own intuition. How well is IKEA doing in china? Did Kamprad’s decision pay off?
4. After failing in Japan two decades earlier, IKEA returned in 2006. Conduct some research into how IKEA fared the second time around in japan. Was IKEA able to avoid the mistakes it made in its first failed attempt?
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