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What accounts for IKEA’s success with a standardized product and marketing strategy in a business which is usually describes as having some of the strongest cultural influences? First of all, we think that the low price level is an important factor for the success of IKEA. Second, IKEA has a very broad assortment so that almost everybody can find something that he/she likes. People can also be very creative because they have a lot of options and so they can create a mix which fits in their own culture.
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