"IKEA in Saudi Arabia" case, parts A and B (from the the Harvard coursepack).

1. To what degree is IKEA's brand image associated with Sweden? What harm to the brand and/or sales might you expect from this incident?
2. Why did IKEA choose to use a franchisee in Saudi Arabia? Did using a franchisee contribute to the problem they face now?
3. What other factors might have contributed to this "mistake" (photo-shopping out pictures of women from the catalog)?
4. From an ethical perspective, what are the pros and cons of IKEA doing business in Saudi Arabia?

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