International Business Strategy. IKEA's Foreign Expansion into the Chinese Market - Alex Bremann
Seminar paper from the year 2017 in the subject Business economics - Business Management, Corporate Governance, grade: 1,7, University of applied sciences, Munich, language: English, abstract: Having only operated in the western culture, the Chinese market was one that IKEA had little to no experience of. Changing dynamics of consumer behavior and strong heterogeneity in terms of customers made it difficult for IKEA¿s managers to predict future market trends in China. Before entering the Chinese..
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