ABSTRACT
Which mass-market retailer has had more success globally? Chances are you might guess Wal-Mart, or Carrefour. The right answer is IKEA, a Swedish retailer founded by Ingvar Kamprad that has become a global cult brand. For all that has been said about Wal-Mart’s power and growth, it stumbled in Brazil, Germany, and Japan. France’s Carrefour, in turn, has yet to make it in the United States. In contrast, IKEA had 250 stores in thirty-four countries in 2007. Its operating margins of approximately 10 percent compare quite favorably against erstwhile competitors, such as Target and Pier One. And about 1.1 million people visit an IKEA store every day.1
