J Swedish names in markets around the world as a way to build on the positives of IKEA's brand identity. Although IKEA may work hard to keep a more universal product approach, when it comes to its catalogs it defers to adaptation of language and culture. The company prints 212 million catalogs a year. Kowitt reports that catalogs come in 32 languages and 67 versions, which enables the company to do a better job of reecting local customers and customs. Photo shoots for the catalogs are all done in a studio in Sweden where an employee is responsible for making sure that shots taken of each room set-up are appropriate and culturally sensitive for each of the different catalog versions being produced. For instance, they want to ensure that the Taiwanese catalog doesn't feature glass products 'om mainland China and that Israel's catalogs don't picture Persian rugs. The company admits that it has made cultural faux pas in the past with its catalog, like photoshopping women out of catalogs for Saudi Arabia and removing a lesbian couple from a version for Russia. IKEA Communications ofcer Kajsa Orvarson says, "We have done mistakes, but we are becoming more and more aware of how to improve and to share our values." IKEA has reexamined other aspects of its international marketing strategy as well. For instance, the Chinese market re quired some interesting adaptations. IKEA redesigned in-store vignettes to more closely resemble Chinese rooms and kitchens, recongured the length of sofas to better t the dimensions of Chinese apartments, located stores closer to city centers and public transportation, and lowered prices through local product sourcing. In addition, Chinese consumers are not used to assembling things themselves, so they typically hire cheap local labor to do it for them. IKEA has had to educate customers about assembling the nniture and persuade them that it is worth it in a market: with low-cost competitors who typically include assembly in their price. Companies who market internationally often have to work hard to nd an eHect'rve and protable balance between standardizing their marketing strategies while still reecting an understanding of the unique characteristics and consumer behavior present in those markets. IKEA, the Swedish furniture and furnishing company, is a good example of a retailer trying to nd that sweet spot between standardization and adaptation. Its unique mission is to \"create a better everyday life for the many people,\" in particular, helping consumers with \"thin wallets\