Session 1: Wednesday May 31, 2006
Read: Michael E. Porter, “The Competitive Advantage of Nations”, Harvard Business Review, March-April 1990, pp. 73-91 (HBS 90211)
Case: Ingvar Kamprad and IKEA (HBS 9-390-132)
Why was IKEA successful in furniture retailing in Sweden?
Why did IKEA expand internationally? What challenges did it have to
What do you think of the company’s product strategy and product range?
To achieve the goal of fifty stores in the United States by 2013, should the
company change its product strategy?
Case: ZARA: Fast Fashion (HBS 9-703-497)
1. Was Galicia/Spain fertile ground for the emergence of an apparel retailing powerhouse?
How well does Zara’s advantage travel globally?
How well do you think of Zara’s past international strategy? Evaluate for product market selection, its mode of entry, and its standardization of its marketing approach.
4. How do you see prospects in the Italian market? What do you think about the strategy of focusing on Europe versus making a major commitment to a second region?