IKEA: A Furniture Dealer

This case describes IKEA's strategy, aiming to show how the Swedish company has developed and maintained its competitive advantage over decades while expanding its business worldwide.

The case can be used to teach the key elements of business strategy, including mission, scope, organizing logic, and sources of competitive advantage. It shows how the company organizes itself to create value for specific customer segments while maintaining a competitive cost structure. It also illustrates how organizational culture can be a source of competitive advantage.