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IKEA's global branding that promises low prices did not work in China also because western products The China expansion came at a cost. has put together a global strategy better than the Swedish company's. been working out the details of international expansion for decades.
IKEA is known as the furniture giant that spreads Swedish culture all over the world. However, in order to operate on a global level, the company makes many regional adjustments to their marketing campaign. IKEA is a Swedish furniture giant founded by Ingvar Kamprad. Executive Summary: IKEA is known globally for its low prices and innovatively designed furniture. In China, however, it faced peculiar problems.