Inter IKEA Systems B.V. (IKEA) entered Korea at a relatively late stage of its global expansion and encountered an overwhelmingly positive customer response, which emboldened it to open several additional stores at a relatively fast pace. However, IKEA encountered much stronger headwinds after the COVID-19 pandemic hit Korea. It had to shift to online sales channels, mitigate customer dissatisfaction, face aggressive Korean competitors, accommodate .....more

Teaching note for product no. W33909.

In the late 1990s, multinational retailing giant Tesco selected joint venture with the Samsung Group as its market entry strategy into South Korea and created a new brand, Homeplus. Subsequently, the management of Homeplus implemented various policies aimed at localizing the business while also introducing business practices from Tesco’s british headquarters. It invested in growth and diversification through large discount stores offering an “all .....more

Teaching note for product # 9B13M050.