IKEA: The Japanese Misadventure and Successful Re-entry![]() ![]() ![]() ![]() |
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"The Japanese market and consumers were not ready for IKEA, and IKEA was definitely not ready for Japan at the time [in the 1970s and 1980s]… Now we have done the major markets in the world why shouldn't we be in the second-biggest retail market in the world?"1 - Tommy Kullberg, CEO, IKEA, Japan, in 2006. "Multinational companies entering Japan often don't spend enough time to understand the nature of the competition here, which is usually fairly fierce, and the so-called unique needs of Japanese consumers. The key challenge for IKEA will be to translate their very globally successful concept, the type of design they offer and their retail format, into an acceptable Japanese way."2 - David Marra, Principal, AT Kearney3 in Tokyo, in 2006. "You would think that Japan would be the absolutely perfect market for IKEA. If they can crack the whole service concept... so that there is less work for Japanese shoppers, then I think they have a better chance to succeed this time."4 - Elen Lewis5, Business Journalist, in 2006. IKEA Gives Japan another Try
IKEA: The Japanese Misadventure and Successful Re-entry - Next Page>> 1] Sachi Izumi, "IKEA Assembled for another Go at
Japan,"www.thestandard.com.hk, April 8, 2006.
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