ABSTRACT
This chapter explains the writing models of case studies. Both essays and reports may include case studies, which are detailed examples. One case study may be the main subject of a paper, or several may be included to illustrate different situations. A case study attempts to show exactly what happened in a particular situation. The chapter presents a model case study and it explains The experience of IKEA in China. The Chinese economy has expanded at an annual rate of over 8" for the past 30 years. Legislation to privatise home ownership and rapidly rising income levels have created unprecedented growth in the home improvement market. IKEA, a Swedish furniture company, was one of the international companies to move into China. It is a major furniture retailer operating in over 40 countries around the world and has annual sales of over 21 billion euros. Marketing management needs to be largely tailored to local contexts.
