This case study explores the strategy of sustainable success adopted by companies in the international market, focusing on IKEA. It discusses the challenges faced by IKEA while implementing a multi-domestic strategy in foreign countries, such as training staff and delivering furniture assembly services. The report highlights the importance of effective motivation factors and low-cost designable products for maintaining a competitive advantage. It also emphasizes the significance of a transnational strategy for sustainable international marketing, which combines high global integration and high local responsiveness. The conclusion emphasizes the need for businesses to adopt effective international strategies for long-term survival in a competitive environment.
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