School of Economics, Shanghai University, Shanghai, China
When entering a new country, multinational retail companies must consider the entry method, and it is also necessary to consider whether to follow the strategy in the country and other markets, or to achieve localized development. As an international furniture retail giant, IKEA's development path in China shows the direct investment of retail companies and the choice of localized operation. This article uses IKEA as an example, analyze the choice that IKEA made according to the theories of localization and standardization, and it was found that IKEA's operation in China has evolved from standardization to localization to re-standardization, which provides a reference for the operations of other multinational retail companies.
IKEA's development path, localization, standardization
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