IKEA has chosen to enter new markets mainly by direct investment. What advantages does this form of

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IKEA has chosen to enter new markets mainly by direct investment. What advantages does this form of entry give it? Why doesn’t IKEA use franchising like McDonald’s and Benetton as its main method of entering new markets?

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Principles And Practice Of Marketing

ISBN: 9781526847232

9th Edition

Authors: David Jobber, Fiona EllisChadwick

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