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Question
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. It success on its second foray into Japan was based on its ability to give the Japanese consumer what he or she needed without abandoning its product strategy. IKEA had to adopt a _____ strategy.a. product substitution
b. market differentiation
c. message adaptation
d. product invention
e. product adaptation
Answer
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d. uses short-term follow-ups, which focus on product delivery
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b. Traditional selling uses short-term follow-ups that focus on product delivery.
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