CHAPTER 15Developments in Russia and Asia-Pacific
The American experience was in part similar to the European experience in the beginning of the nineties. Ikea had deviated from some of its core success criteria—the core Ikea range, aggressive pricing, and investments in the stores. But there were also some differences: the need to scale up the business to make local sourcing possible and the need to deal with different business conditions (i.e., more competition and higher costs of doing business).
In Russia the company was facing slightly different challenges. The Ikea experience in Russia is one of those classic examples of how Ikea went its own way and took substantial risk to take a major leap ahead of the competition. When all other international ...
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