The One Marketing Rule That IKEA Ignored at its First Failed Entry in Japan
4 min readJan 20, 2023
The word IKEA, despite how you may pronounce it, is a word globally known.
Ikea is a furniture retail company, established in 1943 in Sweden, by Ingvar Kamprad.
As of April 2022, there are 466 IKEA stores, operating in 63 countries. However, their expansion in another country wasn’t always smooth.
