Case Discussion Questions 1. What type of Strategy is used by Ikea when they "go global" 2. By the early 1970s IKEA had established itself as the largest furniture retailer in Sweden. What was the source of its competitive advantage at that time? 3. Why do you think IKEA's expansion into Europe went so well? Why did the company subsequently stumble in North America? What lessons did IKEA learn from this experience? How is the company now applying these lessons? a ng as ch 4. How would you characterize IKEA's strategy before its missteps in North America? How would you characterize its strategy today? 5. What is IKEA's strategy toward its suppliers? How important is this strategy to IKEA's success? 6. What is the source of IKEA's success today? Can you see any weaknesses in the company? What might it do to correct these? by es. W. EA ach aka ved ny's rice