Boasting 273 stores attracting some 583 million customers each year, IKEA still needs to be aware of what people think and feel. Both The Independent and The Daily Telegraph in the UK reported that Danish customers of the Swedish shop are less than happy with what's being offered for sale or at least with what the products are called. Is the IKEA Danish experience unusual in the arena of global marketing? Is there are retail company or brand that you think best epitomizes how to go about expanding globally?

REGISTRATION ONLY TAKES A MINUTE!
To read the complete content of this article and participate in the discussion, click the button below and sign up now! Existing subscribers, use the login below.