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1. How would you define the IKEA situation in the United States? What is your own experience with the brand? 2. Do you think that
- 1. How would you define the IKEA situation in the United States? What is your own experience with the brand?
- 2. Do you think that IKEA is effectively communicating its global positioning in different countries? why?
- 3. Can you think of brands that are suffering from consumer detachment? Please provide at least two examples and explain why these brands are experiencing consumer detachment.
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1 The IKEA situation in the United States can be described as a wellknown and popular brand that off...
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Understanding Cross Cultural Management
Authors: Marie Joelle Browaeys, Roger Price
3rd Edition
1292015896, 978-1292015897
