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International Marketing

British Economist Martin Jacques has said that the "west is rapidly losing influence"  and that the world will be an increasingly unfamiliar place to those not conversant with the changes that are taking place. Did you know that 90% of the world's population live in developing countries? That 70% of the world's population is under the age of 25?

IKEA's founder, Ingvar Kamprad, died in January 2018, aged 91. After starting from the humble Swedish beginnings, his entrepreneurial flare led to a multibillion-dollar global empire. Did you know the name Kamprad is a variant of Comrade? His passing marks a good time to review the strategy of IKEA. How radically it differed from other furniture businesses at the time of its conception makes for a good strategic case study.