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1. What needs considering when you transfer local to global strategy?

In retailing, the strategy of the product, the price, the location, and the promotion is relatives with the culture of the country. IKEA have to think about tastes and preferences for each country. Having presented the factors that make the growth in retailing abroad difficult, there are specific cultural reasons, which make IKEA’s expansion abroad not easy:

-Cultural specific strategy:

• The use of the Swedish flag
• Swedish style of the furniture

- Lack of cultural adaptation:

The main strategic issue at IKEA was the fact that they largely ignored the rule that they needed to tailor the product line...

1. What needs considering when you transfer local to global strategy?

In retailing, the strategy of the product, the price, the location, and the promotion is relatives with the culture of the country. IKEA have to think about tastes and preferences for each country. Having presented the factors that make the growth in retailing abroad difficult, there are specific cultural reasons, which make IKEA’s expansion abroad not easy:

-Cultural specific strategy:

• The use of the Swedish flag
• Swedish style of the furniture

- Lack of cultural adaptation:

The main strategic issue at IKEA was the fact that they largely ignored the rule that they needed to tailor the product line...

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