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IS IKEA’s SUCCESS SUSTAINABLE?
Review the video clips and the case below to gain insight into IKEA’s the global strategy. Then prepare your analysis of this strategy guided by the questions below.
- What factors account for the success of IKEA?
- What do you think of the company’s product strategy and product range?
- Despite its success, there are many downsides to shopping at IKEA. What are some of these downsides?
- Walmart entered a period of difficulties after Sam Walton stepped down. Do you anticipate IKEA having the same leadership transition challenges? Why or why not?
- Did it surprise you to learn that both a developed country (the United States) and alsoemerging economies (i.e., China and Russia) are the fastest-growing international markets for IKEA? Does this fact pose any challenges in the way IKEA ought to compete across the globe? Why or why not?