What factors account for the success of Ikea?

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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