When IKEA, the Swedish home furnishings retailer, first entered the Japanese market, it failed. It was more successful in its second try because it was aware of the need to adapt its furnishings to fit the smaller Japanese homes. Its success on its second foray into Japan was based on its ability to give the Japanese consumer what he or she needed. IKEA had to adopt astrategyO product adaptationO product inventionO message adaptationO product substitutionO market differentiation