What factors account for the success of Ikea?
What do you think about the company’s product strategy and product range? Do you agree with the matrix approach described in Figure B of the case? Are there limitations to this approach? Should the company expand its product lineup to include a greater number of styles and price points? In what ways should the company consider changing its product line-up? If you had to predict, what do you think IKEA’s product lineup will look like in 10 years?
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