There are various factors to consider when entering to a foreign market; it is the macro environment – the uncontrollable forces defined in the marketing textbook on page 10 as those decisions in marketing, the social, economic, technological, competitive, and regulatory forces (Kerin, Hartley & Rudelius, 2011.). These forces are outside the organization. …show more content…
Cultural Diversity Cultural diversity refers to various different social structures, belief systems, and the strategies cultures use for adapting to life situations in various parts of the world. The differences in race, language, ethnicity, value systems, religion, and local cultures that make up various groups in a community also account for the diversity (Kerin, Hartley & Rudelius, 2011, p. 144-147).
In an article cited in dissertations.com says. “IKEA’s is directly linked to this Scandinavian culture and values simplicity and informality, down-to-earth thinking, humbleness, frugality, creativity, and responsibility.” That is because to many people the Swedish culture is welcome in different cultures based on how IKEA represents the epitome of the Swedish culture. It represents with the blue and yellow flag; the Swedish accents.
Although, the article talks about how IKEA is down to earth in its thinking and values, I find it to lack understanding of foreign culture customs. IKEA’s products are gear toward the