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Kamprad focused on selling furniture to young buyers who were often looking to furnish their first apartment. Also instead of the stores being small and located in downtown, Kamprad placed his stores on the outskirts of town but offered ample parking for his customers. Most importantly, IKEA took use of selling through a catalog that helped boost the business exponentially.
2. What were the management processes by which IKEA coordinated and controlled its European operations?
IKEA chose to do things much differently that almost all of its competitors. Simplicity and attention to detail were stressed at IKEA...
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