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Ikea Marketing Strategy: US Market Entry

The project is a examination of a Harvard case study by Y. Moon concerning the approaches used by IKEA to penetrate the US Market which differed in many details from the European market it had already mastered
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Pages 5
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IKEA US Entry IKEA Marketing Strategy US Market Entry Your Name Your University IKEA US Marketing Strategy Introduction This paper is based entirely on a case published by Harvard BusinessSchool professor Youngme Moon in September of The article stressesthat IKEA strives to create products that can be produced systemically on aglobal bases This was an underlying element in the company'smerchandising until it entered the US market where everything from thesizes of bed sheets to the measurement of products in inches rather thanmetric

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