IKEA’s Global Strategy IKEA (www.ikea.com) is a nearly $30 billion global furniture powerhouse based in Sweden. With more than 301 stores in 37 countries, the company’s success reflects founder Ingvar Kamprad’s “social ambition” of selling a wide range of stylish, functional home furnishings at prices so low that the majority of people can afford to buy them. The story of Kamprad’s success is detailed in a book titled IKEA: The Entrepreneur, the Business Concept, the Culture. The store exteriors are painted with Sweden’s national colors, bright blue and yellow. Shoppers view furniture in scores of realistic settings arranged throughout the cavernous showrooms. In a departure from standard industry practice, IKEA’s furniture bears names such as “Ivar” and “Sten” as well as model numbers. At IKEA, shopping is very much a self-service activity—after browsing and writing down the names of desired items in the showroom, shoppers pick their furniture off shelves, where they find boxes containing the furniture in kit form. One of the cornerstones of IKEA’s strategy is having customers take their purchases home and assemble the furniture themselves.