1. competitive advantage is achieved by creating more value (i.e. driving a bigger wedge between suppliers' costs and customer WTP) than competition. Does IKEA achieve that? How?
2. Research shows that enduring companies tend to have a clear purpose (reason for existing) or vision. Does IKEA have a clear vision? Has this vision stayed relatively constant over the years? Are the strategy and the activity choices described in the case consistent with the vision or purpose?

(please answer both in detail)