“Standardized” Marketing Strategies of IKEA? The Challenges of China

Abstract

The Swedish furniture company IKEA, implementing similar “standardized” marketing strategies all over the world, is often used as a successful global retail example. However, since entering the Chinese market, IKEA has not been able to achieve the same positive results as before with its standardization. As a consequence, IKEA has to reconsider another approach to adapt its business in China. This paper examines the challenges IKEA faced while expanding its market share in China. Using glocalization (globalization-localization) to analyze possible solutions for IKEA in the Chinese market. As well as shows the impact of local forces on developing marketing strategies in the international market.