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Ikea in China: An Arduous March
Li-Qun WeiCase IVEY-9B18M111-EStrategyIKEA, the world’s largest furniture retailer, entered the Chinese market in 1998; however, it did not turn a profit in the first 10 years. Although anticipating lower profits, IKEA did not anticipate that Chinese customers would be confused about IKEA’s value proposition. After 2007, IKEA adopted several strategies to adjust for the Chinese market and achieve a better performance. These adjustments made IKEA more profitable in the Chinese market....Starting at €8.20