소개글
"이케아 국제경영전략"에 대한 내용입니다.목차
1. About Ikea, International experience2. MNE´s Internationalization
3. New foreign market
4. Entry mode
5. Risks
6. Recommendation
본문내용
AboutFound in 1943 by Ingvar Kamprad in Sweden
Headquarter: Leiden, Netherlands
CEO: Jesper Brodin
Revenue: 37.05 billion EUR (2018)
International experience
Ikea entered Chinese market 20 years ago
27 stores
In 2017 6% of total company revenue made in China
Increasing competition
Less success in Chinese market
Large stores not appealing to customers --> less time for shopping
1.41$ investment in digitalization and user experience
Transitioning to smaller format shops located directly in city
Chinese strategy trend to reform Ikea
참고 자료
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https://www.retail-insight-network.com/comment/ikea-in-china/
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https://www.researchgate.net/publication/289972057_Internationalisation_of_retailing_-_The_case_of_IKEA
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Sallói, Bálint. “File:Map of IKEA Stores.svg.” Wikipedia, Wikimedia Foundation, 2017, en.wikipedia.org/wiki/File:Map_of_IKEA_stores.svg.