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IKEA Korea Ltd.: Renewing Success in a Turbulent Environment
Taehoon Park; Martin HemmertCase IVEY-W33909-EStrategyInter IKEA Systems B.V. (IKEA) entered Korea at a relatively late stage of its global expansion and encountered an overwhelmingly positive customer response, which emboldened it to open several additional stores at a relatively fast pace. However, IKEA encountered much stronger headwinds after the COVID-19 pandemic hit Korea. It had to shift to online sales channels, mitigate customer dissatisfaction, face aggressive Korean competitors, accommoda...Starting at €8.20