Case Details: |
Price: |
| Case Code |
: |
BSTR173 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges
ThemesGlobalization |
International Business |
| Case Length |
: |
16 Pages |
| Period |
: |
1995-2005 |
| Organization |
: |
IKEA |
| Pub Date |
: |
2005 |
| Teaching Note |
: |
Not Available |
| Countries
|
: |
China |
| Industry |
: |
Retail |
Abstract:
|
The case discusses in length about Sweden based IKEA's globalization strategies
and its foray in the Chinese furniture market. The basic assumption behind
IKEA's global strategy was 'one-design-suits-all,' which meant that the company
did not adapt to the local markets.
The case presents how IKEA was forced to change some of the elements of its
global strategy in the culturally diverse Chinese market. It highlights the
importance of striking a balance between the implementation of global polices
and the need for higher degree of localization for IKEA to be successful in
markets like China. The interrelationship between IKEA's culture, structure and
strategy and its responsiveness to the needs of local markets are also
highlighted.
|
|
Issues:
» Role of socio, economic, political and cultural factors that prevail in China
in shaping IKEA's strategy in China
» Need for IKEA to strike a balance between globalization (integration) and
national responsiveness (differentiation) in China
Contents:
Keywords:
IKEA, Globalization, Standardization, Localization, IKEA Way,
Do-it-yourself (DIY) Principle, Corporate Structure, Corporate Identity,
Business Environment in China, Chinese Furniture Market, Business Model,
Low-Price Strategy, Corporate Culture, National Responsiveness
IKEA's Global Strategy
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