The case is about a small family-owned business making fine bone china in South Korea, whose founder was driven by a sense of filial piety, one of the principles of Confucianism. This emphasizes respect for parents, elders and children, and the idea that they will be taken care of in times of need.

This case describes how IKEA's distinctive strategy was formed over a period of about 30 years (late 1940s to late 1970s).

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.