The IKEA range contains products for every part of the home that have the label "Design and Quality, IKEA of Sweden" and are sold in IKEA stores (IKEA, 2011).
As of October 2011, IKEA operates 326 stores in 38 countries.
IKEA offers more than 9000 products which can be divided into four "Style groups": Traditional, Scandinavian, Modern, and Popular.
The company's vision is "to create a better life for the many", according to one executive (Collins, 2011).
In simple terms, globalization refers to exposure of global giant firms like IKEA to an enhanced global cognizance and interdependence.
IKEA, the business of retail home furniture and house ware worldwide, is frequently used as a good example of an organization that has a speedy internationalization process and is seen as a king of globalization as compared to many other local rivals in the furniture industry (Hollensen, 2007).
Background: Home furnishing was a market with immense potential globally.
The global sales for the industry reached a staggering 0 Billion in items such as furniture, textile, and floor coverings.
Countries differ from each other in many aspects for which the management of a multinational company must decide if such differences are substantial enough to be reckoned.
The important question here arises is that if there is a need for the organization’s behavior to conform to the international multifariousness or there are other ways to subdue the restraints enforced by cross-border diversity (de Wit and Meyer, 1998).