1. Discuss how IKEA’s approach has helped you to better understand the debate that exists between standardization compared with adaptation for international markets?

2. Compare and contrast two countries according to the Hofstede cultural model using the online tool at http://geert-hofstede.com/countries.html. How might this tool help a company like IKEA do a better job of marketing in each country?

3. The text talks about the difference between low and high culture. Is IKEA trying to position its brand to be one or the other? Would this be different depending on the country location?

Companies who market internationally often have to work hard to find an effective and profitable balance between standardizing their marketing strategies while still reflecting an understanding of the unique characteristics and consumer behavior present in those markets.