What makes a global brand if cultures and subcultures are so very different around the globe? Should marketers focus on differences or look towards similarities?

How have IKEA managed to satisfy the needs and wants of so many diverse peoples? Perhaps the only way is through a marketing approach that is flexible rather than rigid, open rather than closed, forward thinking rather than backward looking. Map out the importance of design, of store layout and other aspects of IKEA’s operation that you feel contribute to the overall image of the company and brand.