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Unformatted text preview: to leverage Sears resources and marketing efforts to accelerate the time to achieve the critical mass. IKEAs marketing effort should not attract Sears (not to mention lawsuits) but just be sure that IKEA is the leading brand of KD furniture. So it should emphasize the concept is from Europe and IKEA is an European company. Second, IKEA has limited resources to engage a head-to-head competition with Sears. (Remember it was late 80s). But this is just a short-term strategy. IKEA should also design a long-term strategy to benefit more from the growth of the KD furniture market in the future. There are other related issues as well....
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- Spring '10