2. Suppose the Chief Marketing Officer came into Steve Howard's office and wanted to avoid options that competitors could easily copy. How should Howard respond? 3. How does IKEA's sustainability strategy align with its business model? What are the overlaps? What are the conflicts? 4. Four options are offered in the case from page 8 to 10 to address IKEA's Wood Supply Chain sustainability. Which option should IKEA Group pursue to address IKEA's Wood Supply Chain sustainability? Provide pros and cons for each option and choose one option that is best in your opinion.