http://www.businessweek.com/stories/2005-11-13/ikea
What made IKEA a leading global furniture company?
Read the attached article and answer the following questions:
1. What makes IKEA a “global cult brand”?
2. What is IKEA’s strategy to expand its global market share?
3. The IKEA store-showroom is at the center of the company’s success. How does the
store experience shape the behavior of the customers?
4. What is the place of cost-cutting in IKEA’s business model? How is it achieved on a
global scale?
5. What are the biggest challenges IKEA faces and how does the company plan to deal
with them