1. What are IKEAs firm-specific advantages? Country-specific advantages?
2. What are the cultural factors that make expansion abroad in retailing difficult? What has made it possible in IKEAs case?
3. Describe how IKEAs expansion has reenergized mature markets around the world and changed the competitive situation.
4. How does the TV advertising campaign initiated by IKEA overcome the entry barrier of high advertising expenditures?
5. Should IKEA expand further in the United States or focus on other countries?