TY  - JOUR
AB  - Learning outcomes Learning outcomes are as follows: to learn about the application of Bartlett and Ghoshal’s model of international strategy; to compare and contrast the global strategy of IKEA in India and China; and to understand how adaptability can create a new competitive advantage in emerging markets.Case overview/synopsis The case study enables discussion about the global strategy of a well-established multi-national company, IKEA in an emerging market. IKEA is a well-established and well-known brand in the international market in furniture retailing. It has decided to make a debut in India in 2017 with its first store in Hyderabad. However, it was yet to open it in 2018. The case emphasizes upon understanding the global strategy of IKEA, positioning itself in the fragmented Indian furniture industry, managing differences in emerging markets and adapting to the local environment of the particular country. The case highlights how adaptability can create a new competitive advantage in managing global strategy in different countries of emerging markets.Complexity academic level This case study is developed for post-graduate management programs as an MBA, Executive MBA and executive development programs.Supplementary materials Teaching Notes are available for educators only.Subject code CSS 11: Strategy.
VL  - 10
IS  - 1
SN  - 2045-0621
DO  - 10.1108/EEMCS-05-2019-0098
UR  - https://doi.org/10.1108/EEMCS-05-2019-0098
AU  - Yadav Neetu
PY  - 2020
Y1  - 2020/01/01
TI  - IKEA Inc.: the India way
T2  - Emerald Emerging Markets Case Studies
PB  - Emerald Publishing Limited
SP  - 1
EP  - 9
Y2  - 2024/04/24
ER  -