Ito, Hiroshi; AlElWeet, Nada; Harrison, Rebecca; … - In: International Journal of Economics and Financial Issues 5 (2015) 1, pp. 69-74
IKEA, a Swedish furniture company, is considering entering the Brazilian market. This paper examines whether or not IKEA might be successful in the Brazilian market by reviewing the following issues: the growth of middle class, consumer spending, internet usage and eco-awareness. This study...