1. Has Ikea taken a standardization approach or an adaption approach in its markets around the world? Do you think the company’s approach is the right one for the future? Explain.
IKEA has taken an adaption approach as we cannotice different marketing strategies when opening new stores around the world. Their approach will continue to be successful as long as they continue their low cost position philosophy and continue tooffer their products according to the customers needs, sometimes designed specifically for a certain country to attend their population “profile buyer”.