IKEA invades America. Please develop a response to the following:
• What do you think of Ikea’s product strategy and product range?
• IKEA’s plan to have 50 stores in operation in the United States by 2013 is an indicator of the company’s optimism about the viability of its value proposition in this country. Do you think they are being overly optimistic?
• How would you improve IKEA’s value proposition to make it more attractive to American consumers?
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