Gilgamesh, Persepolis and Hamlet Exam Paper - 784 Words

EXAM JOURNAL: MIDTERM QUESTIONS The following are the pool from which the three (3) questions on your Midterm Exam will be culled. As explained in the syllabus you are required to keep exam journals for the Gilgamesh, Persepolis and Hamlet readings, based on the separate questions listed on Blackboard for each text. You may use your Exam Journals together with your completed Freud Vocabulary when you take the Midterm Exam 1. Both Ophelia and Marjane experience bouts of deep depression. In what ways are the conditions that contribute to their respective depressions similar and how do they differ? What, other than the difference in their temperaments, might account for each responded to her sorrows? What events led to each young woman’s†¦show more content†¦9. Freud claims that the Oedipal\Electra dynamic plays a significant role in human development. How might understanding this dynamic help us interpret Hamlet’s actions? Ophelia’s actions? How might Hamlet’s unresolved issues with Gertrude, King Hamlet and Claudius explain his actions? How might Ophelia’s lack of a mother figure and relation to Polonius explain hers? 10. Based on the typology of Joseph Campbell, Lynne Milurn describes a typology of the Hero’s Journey. A. Apply her stages to the journey of: i. Gilgamesh Enkidu’s from the poem’s beginning thru their journey to the Cedar Forest ii. Gilgamesh’s search for immortality iii. Hamlet B. In what ways do the aspects of Marjane’s journeys correspond and how do they deviate from Milum’s typology? Indicate those elements and characters of the Hero’s Journey present in Persepolis In what ways might they not follow the progression of stages that Milum details C. Can these same stages might be applied to the psycho-analytic (From the time one realizes the need to go to a therapist til one is cured) and \or psycho-sexual developmental journey (from birth to adulthood) as described by

Horror of Holiday Free Essays

This summer I went to camp with my friends. It was one day and night trip. There were about 12 children. We will write a custom essay sample on Horror of Holiday or any similar topic only for you Order Now We put up our tent near the river to hear river flows and swim. To me beginning was extremely nice. But suddenly it rained so heavily. Because of the rain we all got wet and cold. Although we knew there were no branches that didn’t wet, we decided to collect branches to make a fire. Also it was getting darker. So I climbed the forest with my 5 male friends. The one of them was climbing more higher and higher. Suddenly he came down so quickly and said that a drop of water dropped on his head from tree. He surprised and looked around there was nothing except that tree. His face was looked pale and frightened. Because of that we were so afraid. However, we started collecting branches. When I sat down to collect few branches, something hit my back. So I asked my friends who was he that threw branch at me? They all said they are not except only one friend of mine who was smiling secretly. So I asked him. He also said â€Å"I’m not†. I got goosebumps and about to cry. But he said â€Å"I threw only cone of pine at you†. That was really relief. When we finished and went back, I was walking in front of them. They called me loudly and made me to stop walking. They run to me quickly, said there was something behind me and following my steps. I was really afraid and began to cry. Suddenly they all comforted and hugged me warmly, and said â€Å"it was only joke† with big smile. Altough they told me it was joke, I couldn’t talk anymore about 4 hours. That was the worst holiday in my life†¦ Anartsetseg. E How to cite Horror of Holiday, Essay examples

Pink Friday by Nicki Minaj (Onika Miraj) free essay sample

Im The Best.Im the best would have to be one of Nicki Minajs really good songs. I truly feel that she can express her opinions well in this song Did It On Em.I think Nicki did a great job with this song Fly (featuring Rihanna).This song shows Nickis power, integrity and Rights Moment 4 Life (featuring Drake) This video expresses Nicki Minajs feeling alot. Great Job! Your Love. Nicki as always blew out on this song. I believe she is awesome and should continue on with her amazing music Super Bass.Especially in the video Nicki went overboard as in fantastic! I feel that in this song, considering the fact that it made most watched title on on demand for more that a month, is one of Nickis best songs In my opinion Nicki Minaj is ONe of the best Rapper/Singer ever. I say she should keep going with her great work. We will write a custom essay sample on Pink Friday by Nicki Minaj (Onika Miraj) or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Please give all of your opinions!

Should Marijuana Be Legalized Essays (1396 words) - Herbalism

Should Marijuana Be Legalized? The controversy of legalizing marijuana has been raging for quite a while in America. From some people pushing it for medical purposes to pott-heads just wanting to get high legally. Marijuana has been used for years as a popular drug for people who want to get a high. All this time it has been illegal and now it looks as if the drug may become legal. There has been heated debate by many sides giving there opinion in the issue. These people are not only left wing liberals either. Richard Brookhiser, a National Review Senior editor is openly supportive of medical marijuana yet extremely conservative in his writing for National Review (Brookhiser 27). He is for medical marijuana since he used it in his battle with testicular cancer. He says I turned to [marijuana] when I got cancer because marijuana gives healthy people an appetite, and prevents people who are nauseated from throwing up. (Brookhiser 27) Cancer patients are not the only benefactors from the appetite enhancer in marijuana, but so are any other nauseous people. Arizona and California have already passed a law allowing marijuana to be used as a medicinal drug. Fifty Six percent of the California voters voted for this law. We've sent a message to Washington, says Dennis Peron. They've had 25 years of this drug was, and they've only made things worse. (Simmons 111) The Arizona proposition garnished an even wider margin of separation between the fore's an against in a sixty five percent support tally. Ethan Nadelmann insists that these propositions are not about legalization or decriminalization. They're about initiating some non radical, commonsense approaches to drug policy. General Barry McCaffery disagrees saying, I don't think this was a medical issue from the start. (Simmons 111) He also calls the new laws, a tremendous tragedy. The federal government has a hard time letting the California/Arizona act stand. Marijuana is a schedule one drug, and has no medicinal purpose. Cocaine and morphine on the other hand are schedule two and do have medicinal value. Gen. McCafferey says a physician who tries to prescribe a schedule one drug with or without the referendums in California or Arizona, is subject to prosecution under federal law. (Simmons112) This quote has come under great duress since the DEA is the only group which can arrest someone who uses pot and slap someone with a petty misdemeanor. People will not care if they run the risk of a misdemeanor and likely use the drug anyway. Dennis Peron, one of the leading activists of marijuana legalization, has devoted twenty years to the legalization of marijuana. He says that when friend Jonathan West, developed AIDS, Dennis saw the potential uses for medical marijuana when he saw Jonathan feel better after smoking weed. (Rist and Harrison 75-76) Peron fought wildly to pass a bill to legalize medicinal marijuana. Any other drug that eased nausea, increased appetite, and reduced pain, would be prescribed everywhere. says Peron. (Rist and Harrison 75-76) A Harvard Medical psychiatrist calls the drug a wonder drug for pain, nausea, and appetite. However, there are many cons to the pros in prescribing marijuana for nausea and pain. Tetrahydrocannabinol (THC) is the active drug in marijuana used to help relieve nausea in cancer patients. This THC has been proven to lower testosterone in the blood stream for men. (Angier 15) This is not a major concern to full grown men because the level of testosterone quickly rises back after the smoker is done smoking. However, it may be harmful to adolescent boys. In adolescence, a boy's body is going through many changes--it grows taller, it gets hairier, the voice deepens--and these changes are controlled by testosterone. Marijuana could very well block the normal growth process. says Carol Smith, of the Uniformed Services University of the Health Sciences in Bethsheda Maryland. Columbia university did a study on 16 men who smoked five to fifteen joints a day. After they finished smoking their sperm counts were counted. It was discovered that all of the men experienced a dip in sperm count for weeks after and had malformed sperm cells. This could cause some serious malformations in conceived children. Studies were done on female rhesus monkeys who

The Removalists essays

The Removalists essays The Removalists, written by David Williamson, is a very interesting play set in the seventies. The basic plot is two sisters walk into the police station to complain about one sister being physically abused by her husband. The to police officers then help her move out but not before beating her husband quite severely. In the end, one of the police officers loses control and beats the husband to death, although unintentionally. Now, the question posed by this essay is whether, given the chance, I would create three dimensional characters on stage or stereotypically Australian characters. Having given it some thought, I believe that the most effective way to portray these characters is hide a deep character with a thin layer of superficial, Australian stereotype on the top. To put it simply, I would start the play by making the audience believe that there is not much substance to the characters, but as the play proceeds, a new layer is slowly revealed to expose a greater personality. The following body of text will give examples as to why I believe this. The first example I shall give is Simmonds. Simmonds is one of the police officers who helps move Fiona (the sister who was beaten), out of her apartment. Simmonds is the most senior of the two policeman in this play. He is a sergeant and is married with two children. On the surface, he looks like your typical bullying police officer. I'm not saying he isn't, but there is more to this character then meets the eye. He may preach that adultery is wrong but only when he wants to get that moral advantage over those around him. This particular trait means he has set quite large double standards. Double standards because originally he had ulterior motives for helping the two women but when he realised that Kate (the sister to Fiona) wasn't interested in sleeping with him he goes off at her about being an adulterer. This is very hypocritical. This makes him sound stereotypical, and on th ...

How to turn your hobby into a successful business

How to turn your hobby into a successful business The world of work has undergone a fundamental change in the past few decades. No longer can an employee expect to remain with the same company for a career, enjoy all kinds of excellent benefits, and retire with a nice pension. These days a worker should instead figure he or she will change jobs several (maybe several dozen) times over their working life. This decline in employment stability leads many to ponder how to turn a hobby into a profitable home-based business. The good news is, thanks to the internet and related technology, the time has never been better.Here are some considerations during the transition.Differences between a hobby and a businessTo turn your hobby into a business requires more than waking up one morning and declaring, â€Å"My widget collecting hobby is now my livelihood.† While you can certainly do that, and maybe it will work out, to take full advantage of being a business (like the ability to deduct business-related expenses from your taxes), you need to be able to prove to the IRS that you are, in fact, attempting to turn a profit.A hobby doesn’t allow for these kinds of deductions.In fact, if you show an operating loss for too many years, you lose the presumption that you’re running a profit-seeking business and may have to prove that fact to the IRS.How do you show that a hobby is now a business?The best bet is to procure the things associated with a business: a separate checking account and phone line, business cards, and appropriate licenses are a good start. A well-conceived and written business plan helps also.The following are the steps for creating a business out of a hobby.Have a plan, strategy, and define goalsThe first thing to consider is the different ways to extract money from your hobby. This is the time to sit down and do some serious thinking.Who are your competitors and what do they offer?What can you do that delivers value and targets an unfilled niche in the market?You need to figure out ho w to either do something different or do it better. During this strategy brainstorming phase, other factors to consider are finances and what goals (short and long-term) to set. When it comes to establishing these goals, try a SMART approach and make them Specific, Measurable, Attainable, Realistic, and Timely.Pick a name and placeWithout a great name, you’re dead in the water. Not only does it need to be dynamic, explanatory, and easy to remember, do your due diligence to make sure it isn’t already in use. Most state government websites have a searchable online business name database.Once you settle on the perfect name, your next stop should be the U.S. Copyright Office’s website to trademark it. A name worth having is worth protecting from competitor encroachment.Where in your house will you conduct business activities? You should set aside a room or space solely dedicated to this. Perhaps the best part about starting a home-based business is how cheaply and q uickly you can get up and running.For those with limited finances, saving the expenses of a storefront are the only thing that makes turning a hobby into a business feasible at all.Formalize your hobby as a businessSome formalities of transitioning from a hobby into a business have already been mentioned. Here are a few others. One of the first decisions you face is which type of business entity to choose. While many people select to start as a sole proprietor, you might decide that forming a partnership or incorporating as a C-Corp, S-Corp, or LLC better suits your situation.If you have questions, consulting a legal or tax professional is a great idea. This step, along with obtaining a Federal Tax ID Number, opening a business checking account and securing the necessary licenses (usually city and county) and permits allow you to demonstrate to the IRS your sincere intention of turning a profit.Leverage the power of networking and build an online presenceEven if your new business is a local landscaping service, you need an online presence that includes a website and at least one social media account.There’s no escaping the fact that, even for local businesses, the internet is where people go in today’s world to find information about products and services.This is how you establish a public face to show to the world, build a customer base, and create a recognizable brand. Don’t overlook the power of networking as you go through this process. The old saying that it’s not what you know but who you know that makes the difference hasn’t changed.Put yourself out there.You never know what you’ll get in return that might help your business.Treat it like any other jobPerhaps the most significant difference between a hobby and a job is that the latter requires constant focus and dedication in order to provide a meaningful income. Presuming you like to afford regular meals and pay for that roof over your head, this needs to be a serious effort.Don’t just treat it like a job. It is your livelihood.Which means you don’t just show up, put in your time, and not think about it again until the next day. As an entrepreneur, it behooves you to put in the time in the evening if necessary to study the market in order to create new products and services that will turn a new business into a profitable and long-lasting business.What better choice in life could a person make than to turn something you love to do into a way to generate a full-time income? That’s what the preceding steps are designed to help you do.Follow each in turn, and you could be living the dream sooner than you think. Good luck!Lisa Michaels is a freelance writer, editor and a striving content marketing consultant from Portland. Being self-employed, she does her best to stay on top of the current trends in business and tech. Feel free to connect with her on Twitter @LisaBMichaels

As instruction Essay Example | Topics and Well Written Essays - 500 words

As instruction - Essay Example It therefore, can be said that each of us, follow a definite philosophy which guides our actions and our efforts to gain knowledge and accordingly base our judgments of the people or event. J. S. Mills, an eminent philosopher, In his book ‘On liberty’ has extensively discoursed on liberty of thought and discussion and has tried to explain its wider meaning with respect to the control exerted by society on an individual. Through the ages, liberty and freedom of choice has been the most important issue for the rulers and the community at large. The rulers and people in authority have been using their power to exert control over the community and individuals. Mills has argued that no government or individual has the right to suppress the independent thought of other individuals largely because the new thoughts are catalyst to the changes, which are part and parcel of human existence. The extent of the influence of their control on the liberty of individuals is the most vital aspect of interplay of human relationship within the society. The governmental and constitutional paradigms of liberty are important factors in the larger interests of the society. But there are some intrinsic and unarticulated social control over the individuals within the society, which may be defined by the doctrines of the time and religion. According to Mils ‘for a long time past, the chief mischief of the legal penalties is that they strengthen the social stigma’ (Mills, chapter 1). While to some extent, one can agree that excess control does corrodes of moral and ethical values, but some control is necessary to maintain law and order within the social fabric. But Mills theory on liberty of thought and discussion is highly relevant with the issue of teaching the theory of evolution and the theory of intelligent design in public school.

Marketing transportation homework Essay Example | Topics and Well Written Essays - 500 words - 3

Marketing transportation homework - Essay Example The prime motive behind such an effort is mainly to present a refreshing and energetic drink to the customers. However, Mr. Bradham became successful in develop such type of a stimulating drink that is preferred by a wide extent of individual of all age-groups, income-groups, living standards and lie styles. Due o which, the reputation and brand image of the drink of Pepsi enhanced with a rapid pace that amplified is total sale and competitive position in the market among other rival brands. Other than this, in order to promote it, Mr. Bradham offered it to his customers with a unique mixture comprising of Kola nut extract, vanilla and rare oils. Maximum extent of the customers preferred it and named it as; Brad’s drink. However, Caleb Bradham introduced it with the name, Pepsi-Cola, thereby amplifying its loyalty and reliability in the market among others (Pepsico, 2014). In the year 1902, Mr. Bradham use to mix the syrup and sell it by his own. Later on, he analyzed the benefit and advantages of selling the product of Pepsi in a bottle as the interested customers might drink it, at any place and at any time. This strategy acted as a boon for the drink that improved its total sale and reputation and in 1993, it is officially registered in U.S. patent office. In that year, Mr. Bradham sold approximately 7.968 gallons of the drink and almost 15 gallons in the year 1905. However, by the year 1910, almost 25 franchises came into existence in numerous countries in the entire globe. Thus, a very less-advanced engineering created a remarkable impact within the minds of the customers that amplified its consistency and market share to a considerable extent among other rival contenders. Then in the year 1909, Mr. Bradham developed an office in New Bern with a promotional advertisement in the newspaper with the reputed racer Barney Oldfield, as a Bully drink. This means, a drink that refreshes the temperament of the racers

Computer in Life Essay Example for Free

Computer in Life Essay What do you think of when you hear the word ‘computer’? Do you think of technology? Or maybe one of the ways to get on Facebook which I am sure many of you are thinking right now or you might even imagine a boring office full of screens and keys with people typing frantically in front of. All of those visions are correct, but first let’s take a look at the history of several inventions that led the creation of computers which has dramatically changed the world of technology. The first machine that was invented, which worked like a computer, was a gear-powered German device dubbed the Calculating Clock created by Wilhelm Schickard in 1623. It operated by pulling or pushing rods set inside a glass case. 20 years later, in 1640s, a similar device known as a Pascaline was invented and became famous dramatically.. In 1944, the Harvard Mark-1 computer was completed. That computer was approximately similar to a modern computer, but it was a large calculator driven by a camshaft with no stored programs. This massive computer filled a large room and was a joint effort between Harvard University and IBM. Personally, I believe that one of the most important inventions in my life has always been a computer. I was raised in this technological world where computers are a necessity. Computers dramatically transform my life in terms of education. They acknowledge me with the events that happen around the world, which I think are extremely important to learn. They give me an efficient, convenient and cozy way of work and study. Computers do not just provide me with education or learning experiences, but they are also one of the means of entertainment and globalization. They provide me with leisure time watching movies online or listening to music. According to me, it is one of the most relaxing ways to release the stress from studying and working day and night. Also in terms of globalization, with the aid of computers, I can visualize and make conversations with my long distance family and friends. They assist me in keeping relations with my family and friends, even though I am extremely far from them. I, as a student, strongly believe that computers are extremely important in terms of education as I mentioned before. Before computers were invented, I (you were born after computers were invented) as well as everyone else relied on books to provide them with educational knowledge. Now that computers are available, I never search through hundreds of pages of books. I can just surf the Internet in the blink of an eye to research for learning information. If I need to type anything or write an essay, I have easy access to my Microsoft word or Notepad in which I can also save the information and open it whenever I desire to and if I make any errors typing, it provides me with the correct word or information. Isn’t that amazing? It’s like a human sitting in the back of the computer screen reading my essay and correcting it of any mistakes I may make. Furthermore, the computers also assist me when it comes to math, such as math problems like logarithms, sine, cosine, and tangent can be awfully difficult to calculate and may take students a long time to do so manually. Luckily, with the help of computers, students may turn a five-minute problem into a one-minute problem. Computers have also made a major impact in the business field. They have gained importance as they have increased the productivity and efficiency of workload. Large amounts of data in the personal lives as well as in business and industrial sectors are stored on computers. Overall, as I provided you with all the benefits of computers, according to me, computers are one of the necessities in today’s technological world. In today’s world, it is almost impossible to think that one can survive without computers. They have become a gadget of almost daily use for people of every age. With the computer industry growing rapidly, the computer technology has also brought about a revolution of laptops and palmtops replacing the desktop, which are still popular in many of the industries. With the reduction in size, it has become quite easy to carry the computers and use them to the fullest. Computers are extremely helpful in terms of education, entertainment, globalization, etc. People might think that there might be negative aspects to the inventions of computers, but as far as I am concerned, I do not believe that the statement is true. The computers have had numerous positive effects and they will continue to do so in the future as well.

New Internationalist Article Critique Essay -- article critiques, maga

With an exuberant title of SIZZZZLE, this article in the September 2006 edition in the issue 393 of the Internationalist Magazine, enunciates on the idea of advertising companies targeting children and young people to produce a higher income. Quoting through a variety of renowned child psychologists and various marketing educators, Jonathan Williams illustrates advertising as exploiting an individual’s insecurities, creating false needs and offering counterfeit solutions; hence fostering dissatisfaction that leads to consumption. Williams states that children are particularly vulnerable to this type of manipulation. Manipulating adolescents into a consumer lifestyle at such a young age has devastating consequences for the environment through its extravagance and wastefulness, as advertisers have been recognizing the purchasing power and significant influence of children on their parent’s purchase. As aforementioned, Williams’s theory is supported through a series of excerpts from advertisers and child psychologists as a source of primary evidence. Containing factual information ...

The Competitive Advantage of Ikea

DEPARTMENT OF TECHNOLOGY AND BUILT ENVIRONMENT The Competitive Advantage of IKEA and IKEA in China Zhi Li June 2010 Master’s Thesis in Logistics and Innovation Management Master of Science in Logistics and Innovation Management Supervisor: Lars Steiner Abstract Title: Author: Supervisor: Purpose: The competitive advantage of IKEA and IKEA in China Zhi Li Lars Steiner The main purpose of this master thesis is to describe the IKEA concept and discuss the application in China.After research the history of IKEA, interview with the manager of IKEA store, and find the information from the web and thesis, use the theory of competitive advantage to describe the IKEA concept and the competitive advantage which is the way that IKEA used to get the success. Secondly, discuss the application in China and give IKEA the suggestions to develop the competitive advantage in China market. Methods: Because IKEA is not a public company, I cannot get too much data.I browsed the official website of IKEA to get much information about the introduction of IKEA’ corporate culture, strategies, copartner, history and the data of IKEA financial and work group. I find some English and Chinese books, thesis and reports try to find more data and more good ideas of Chinese scholars. Visit and observe the IKEA store and note my questions. I tried to have an interview with IKEA store in china, but failed. Fortunately, I got an interview with Hans Karlsson which is the logics manager of IKEA store in Gavle.He explained the competitive strategy of logistics, the competitive advantage about IKEA and the next step IKEA may do in china. Try to analysis the different culture and other problem that IKEA have to face. Analyze all the data and the idea I have got and use the theory of Michael Porter to finish this thesis. IKEA should have many innovations to adapt to the China market. â€Å"At IKEA our vision is to create a better everyday life for the many people. Our business idea suppor ts this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them. (Our vision and business idea, http://www. ikea. com/ms/en_US/about_ikea/the_ikea_way/our_busine ss_idea/index. html) It seems not achieved in China market yet. Firstly, IKEA should have greater cooperation with local suppliers to get more competitive advantage of cost leadership. Secondly, according 1 Conclusions: to the specialty of China market, IKEA should have some more adjustment to satisfy so many China picky customers. Thirdly, IKEA should intensify propaganda work to let more customers understand and accommodate the IKEA model. As an outcomer, there is a long way to be the winner in this huge and potential market.After a long time to research the China market, IKEA already understand the China market more than before. With accelerating the speed of expand, the success of IKEA in China market is only the p roblem of time. Key words: IKEA, competitive advantage, IKEA model, China market 2 Contents page 1. Introduction †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 6 1. 1. Background †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1. 2. Purpose †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 1. 3 . Research question†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 7 1. 4. Structure of the thesis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 7 2. Theoretical framework †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 8 2. 1.The five competitive forces that determine industry profitability †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 8 2. 1. 1. Bargaining power of supplie rs†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 2. 1. 2. Bargaining power of customers†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 9 2. 1. 3. Threat of new entrants †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10 2. 1. 4. Threat of substitute products †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 0 2. 1. 5. Competitive rivalries within an industry †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 10 2. 2. Generic competitive strategies †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10 2. 2. 1. Cost leadership †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 2. 2. 2. Differentiation †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 12 2. 2. 3.Focus †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 12 2. 2. 4. Pursuit of more than one generic strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 12 3. Methodology †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 13 4. Findings †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 15 4. 1. The introduction f IKEA †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 4. 2. The history of IKEA from the web of IKEA†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 16 4. 2. 1. 1920 †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 16 4. 2. 2. 1940s-1950s†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 16 4. 2. 3. 1960s-197 0s†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 7 4. 2. 4. 1980s †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 17 4. 2. 5. 1990s †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 17 4. 2. 6. 2000s †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 18 4. 3. The data from the web of IKEA †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 19 4. 4.The information from interview †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 19 3 4. 4. 1. The logics process of IKEA †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 19 4. 4. 2. The market segment †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 22 4. 4. 3. The logistics strategy all over the world†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 22 4. 4. 4. The China market †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 2 4. 4. 5. The next step that IKEA can do to increase the competitive advantage especially in logistics†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 23 4. 4. 6. The competitor of IKEA†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 23 4. 4. 7. The uniform of IKEA †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 23 4. 5. The compare with the competitor of IKEA †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 4. 6. The situation of IKEA in China at this stage†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 24 4. 6. 1. The reason of the price problem †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 24 4. 6. 2. The substance of the IKEA dilemma in China †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 24 4. 6. 3. The reason that the speed of IKEA develop slower than the competitor †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 24 4. 6. 4. The challenge and the innovation of IKEA in China †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 25 4. 6. 5.The disadvantage of IKEA in China†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 25 4. 6. 6. The model of IKEA †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 25 5. Discussion †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 25 5. 1. The competitive advantage model of IKEA †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 25 5. 2. The three ways used to increase the competitive advantage †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 26 5. 2. 1.Overall cost leadership †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 26 5. 2. 2. Differentiation †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 27 5. 2. 3. Focus †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 27 5. 2. 4. Pursuit of more than one generic strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 27 5. 3. The suggestion for IKEA in China †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 8 5. 3. 1. The advertisement †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 28 5. 3. 2. The company culture †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 28 5. 3. 3. The cooperation of local supplier †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 28 5. 3. 4. The environment-friendly products †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 29 5. 3. 5. Flexible strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9 6. Conclusions †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 29 4 Reference†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 31 Appendix †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 32 5 1. Introduct ion The purpose of this chapter is introduction the background of IKEA, the purpose, the research questions. 1. 1.Background â€Å"The IKEA Concept is based on offering a wide range of well designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them. Rather than selling expensive home furnishings that only a few can buy, the IKEA Concept makes it possible to serve the many by providing low-priced products that contribute to helping more people live a better life at home. †(http://franchisor. ikea. com/showContent. asp? swfId=concept2). The IKEA Concept guides the way IKEA products are designed, manufactured, transported, sold and assembled.All of these factors contribute to transforming the IKEA Concept into a reality. In the booklet â€Å"the future is filled with opportunities†, Ingvar Kamprad, the founder of IKEA, says that:† IKEA does not just want to win your brain. IKEA also wants to win your he art. † No matter whom you are, formal education or informal education, a worker or a manager, you can find IKEA is a place which is full of opportunities. â€Å"It is up to you† is a common expression in IKEA. (Salzer, 1994) IKEA starts the furniture business in the 1940s. From a small company become to a world famous transnational corporation, the development speed of IKEA is very fast.According to the â€Å"IKEA at a glance- financial year 2009†, the IKEA trademark represents the leading home furnishings brand in the world with more than 300 stores in more than 35 countries, more than 15,000 co-workers and 46 production units. They sold totaled 21. 5 billion Euros at 2009. (http://www. ikea. com/ms/en_US/about_ikea/pdf/FF09_GB. pdf, 2010-5-29). How does IKEA develop quickly and keep strong competition in the furniture industry? That makes me have strong interesting about IKEA. With China join the WTO, more and more foreign companies entered China market. IKEA e ntered the China market in 1998.Recently the biggest IKEA store in Asia opened in Shenyang. But there are only 12 stores in China now. Compared with other foreign furniture companies, the development speed of IKEA is seems too slow in China. On the other hand, China is already become to the biggest purchasing country which is about 20%. But the sales per region are only 5% in Asia and Australia. What is the problem IKEA have in China? What should IKEA change in China? I will use theory of competitive advantage to find the reason why IKEA can get the success. Because the IKEA is not a public company, I cannot find too much data. So I 6 have to research the model of IKEA.I tried to have an interview with the manager of IKEA store in China to know the situation and the future plan of IKEA. Unfortunately, they did not have time. I tried to connect with the manager of IKEA in Gave. Luckily, the logics manager Hans Karlsson gave me a chance to have the interview. So we meet at 2010-05-21. He introduced the logics process of IKEA and answered some questions I have. But he cannot give me the data either. I browsed the website of IKEA, and read many books, journeys, even newspaper report to find the data, the introduction of IKEA model, and the opinions of foreign and Chinese scholar about IKEA.The research of this thesis contains the history of IKEA in Sweden, the IKEA concept, international expansion periods. Then I find out what IKEA should change in the future to adapt the China market better. 1. 2. Purpose The purpose of this thesis is to describe the IKEA concept and discuss the application in China. After research the history of IKEA, interview with the manager of IKEA store, and find the data from the web and the thesis, using the theory of competitive advantage explain the advantage, disadvantage, and situation of IKEA.According to the special situation of China market and Analysis the different opinions of IKEA, discuss how to develop the concept of IKEA to k eep the competitive advantage of IKEA in China market. Finally, get the experience to these foreign companies which want to enter China market and these Chinese foreign companies which are still in the early stage. 1. 3. Research question As the topics of this thesis are competitive advantage of IKEA and IKEA in China. After collect and analysis the information I got, these research questions will be solved.A, what is the competitive advantage of IKEA? B, what is the problem that IKEA have in China market? C, what is the next step IKEA should do to increase the competitive advantage in China market? 1. 4. Structure of the thesis The structure of this thesis is as the follow steps: 7 Chapter 1- introduction This chapter is to introduce the background of IKEA, the research purpose, the research question and the structure of this thesis Chapter 2- theoretical framework This chapter is to introduce the theory of competitive advantage which we will be used.There are including â€Å"the five competitive forces that determine industry profitability† and â€Å"generic competitive strategies†. Chapter 3-methodology This chapter is to describe the process that I find the question and use the methodology to solve the question. Chapter 4-finding This chapter is to introduce the information I collected. There are including the history of IKEA, the data from the web of IKEA, the information from interview and the opinions from other thesis. Chapter 5-discussion This chapter is use the theory and the finding to analysis the competitive advantage model of IKEA and discuss the three ways sed to increase the competitive advantage. Then, finds out the reason that helps IKEA get success. Chapter 6- conclusion According to the situation of China market, finds out the disadvantage of IKEA in China and gets the suggestions. 2. Theoretical framework The purpose of this chapter is to do the literature review of the five competitive forces the determine industry profitabi lity and the generic competitive strategies. 2. 1. The five competitive forces that determine industry profitability â€Å"The first fundamental determinant of a firm’s profitability is industry attractiveness.In any industry, whether it is domestic or international or produces a product or a service, the rules of competition are embodied in five competitive forces: the entry of new competitors, the threat of substitutes, the bargaining power of buyers, the bargaining power of suppliers, and the rivalry among the existing competitors. †(Porter, 2008) The collective strength of these five competitive forces determines industry 8 profitability. Figure 1: the five forces that shape industry competition http://sites. google. com/site/greenlightgocoaching/news 2. 1. 1.Bargaining power of suppliers The bargaining power of suppliers is also described as the market of inputs. The suppliers influence the profitability and product competitiveness by increasing the price of input s elements and reducing the unit quality value. The bargaining power of suppliers is depend on the inputs elements. When the inputs elements is big part of total cost, the inputs elements is very important in the product process or influence the quality of buyer product, the suppliers have strong bargaining power. (Porter, 2008) 2. 1. 2. Bargaining power of customers The bargaining power of customers is lso described as the market of outputs: the ability of customers put the firm under pressure, which also affects the customer's 9 sensitivity to price changes. The customers influence the profitability by asking for low price, good quality and service. (Porter, 2008) 2. 1. 3. Threat of new entrants When the balance of supply and demand is imbalance, the new entrants will be attracted by high returns of the profitable market. New entrants not only bring new technology and resource, but also reduce the profitability of all companies in this industry. (Porter, 2008) 2. . 4. Threat of su bstitute products Because the products could substitute, two companies which are in same industry or in different industries may compete with each other. Firstly, the profitability could be reduced by the substitute products. Secondly, because of the substitute products, companies have to improve the quality, reduce the cost and price, or make product more features. (Porter, 2008) 2. 1. 5. Competitive rivalries within an industry For most industries, the intensity of competitive rivalry is the major determinant of the competitiveness of the industry.Competitive rivalry is likely to be based on dimensions such as price, quality, and innovation. Technological advances protect companies from competition. This applies to products and services. Companies that are successful with introducing new technology are able to charge higher prices and achieve higher profits, until competitors imitate them. (Porter, 2008) 2. 2. Generic competitive strategies â€Å"Though a firm can have a myriad o f strengths and weaknesses compared with its competitors, there are two basic types of competitive advantage a firm can possess: low cost or differentiation. (Porter, 1985) The two basic types of competitive advantage influence the five competitive forces that determine industry profitability. â€Å"The two basic types of competitive advantage combined with the scope of activities for which a firm seeks to achieve them lead to three generic strategies for achieving above-average performance in an industry: cost leadership, differentiation, and focus. The focus strategy has two variants, cost focus and differentiation focus. â€Å"(Porter, 1985) 10Figure 2: three generic competitive strategies Each of the generic strategies involves different route and target to competitive advantage, â€Å"The cost leadership and differentiation strategies seek competitive advantage in a broad range of industry segments, while focus strategies aim at cost advantage (cost focus) or differentiation (differentiation focus) in a narrow segment. † (Porter, 1985) 2. 2. 1. Cost leadership Cost leadership is the clearest of the three generic strategies. In this strategy, firm should try their best to reduce the cost. If a firm can achieve and sustain overall cost leadership, then it will be an above-average performer in its industry provided it can command prices at or near the industry average. At equivalent or lower prices than its rivals, a cost leader’ low-cost position translates in to higher returns. A cost leader, however, cannot ignore the bases of differentiation. If its product is not perceived as comparable of acceptable by buyers, a cost leader will be forced to discount prices well below competitors’ to gain sales. This may nullify the benefits of its favorable cost position. (Porter, 1985) if customers think the product is not good as the product of competitor, the firm has to reduce the price. The firm can get high profitability until a cost leade r gets the cost leadership parity in the bases of differentiation. 11 2. 2. 2. Differentiation The second generic strategy is differentiation. â€Å"In a differentiation strategy, a firm seeks to be unique in its industry along some dimensions that are widely valued by buyers. It selects one or more attributes that many buyers in an industry perceive as important, and uniquely positions itself to meet those needs.It is rewarded for its uniqueness with a premium price. The means for differentiation is peculiar to each industry. Differentiation is based on the product itself, the delivery system by which it is sold, the marketing approach, and a broad range of other factors. † (Porter, 1985) If the extra cost for differentiation is less than the premiums price, the firm which has the competitive advantage of differentiation can get better profitability than other firms in the industry. Because the extra cost for differentiation is the disadvantage of the differentiation, the fi rm cannot ignore the cost position.So, only based on the price is almost the same as competitor, the differentiator could get the high profitability. 2. 2. 3. Focus The third generic strategy is focus. â€Å"This strategy is quite different from the others because it rests on the choice of a narrow competitive scope within an industry. The focuser selects a segment or group of segment in the industry and tailors its strategy to serving them to the exclusion of others. By optimizing its strategy for the target segments, the focuser seeks to achieve a competitive advantage in its target segments even though it does not possess a competitive advantage overall.The focus strategy has two variants. In cost focus a firm seeks a cost advantage in its target segment, while in differentiation focus a firm seeks differentiation in its target segment. â€Å"(Porter, 1985) The firm can focus the time, the resource and the money on the segment to get the competitive advantage. If the firm can g et the competitive advantage of cost leadership or differentiation in its target segment, the firm could provide customer the better service and meet the special requirement. Because of the different requirements of customer, there are always many segments in one industry. . 2. 4. Pursuit of more than one generic strategy Each generic strategy is different way to create and sustain competitive advantage. Usually a firm has to choice one of them or it will become stuck in the middle. â€Å"The benefits of optimizing the firm’s strategy for a particular target segment (focus) cannot be gained if a firm is simultaneously serving a broad range of segments (cost 12 leadership or differentiation). Achieving cost leadership and differentiation are also usually inconsistent, because differentiation is usually costly.Conversely, cost leadership often requires a firm to forego some differentiation by standardizing its product, reducing marketing overhead, and the like. † (Porter , 1985) If a firm can use the strategies flexible, like use more than one strategy at the same time, this firm will get a great competitive advantage and market share. 3. Methodology Before I went abroad, I know many worlds’ Fortune 500 companies. All of them have the secret of success, like Coca-Cola have the unique recipe, the Volvo famous for the safety of the car and so on.But I never heard the IKEA before. When I started to study in Gavle, I want to buy some cheap articles for daily use, everyone told me to IKEA. Not only that, when I travelled in Europe, I found I can find the IKEA store almost in every city. Why IKEA is so popular? What is the secret of success? And why I never saw IKEA store in China? Does IKEA do not want have the market of China or IKEA is in a dilemma in China market? These questions attracted me so deeply. After I browsed the web of IKEA, I got some information of IKEA.The concept of IKEA is based on a wide range of well designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them and to helping more people live a better life at home. Simply, the target customer is everyone. The strategy is low price. And they use many ways to achieve the aim of low price like flat packs and self-assembly furniture. I noticed that the China had already become the biggest purchasing country which is about20%. On the contrary, the sale per region in Asia and Australia is only5%.IKEA have 192 stores in Europe, 12 stores in Russia, 48 stores in North America, but only 12 stores in China & Japan. (Source: financial year 2009 of IKEA) From the first IKEA store opened in China in 1998 to now, IKEA only open 8 stores in 10 years. The speed is much slower than other foreign furniture companies like British B which already had 38 stores in China. The strategy of IKEA is low price, but the China is already became the world factory and the logo â€Å"made in China† is became to the syn onymous with low price.After read some thesis and report about IKEA written by Chinese scholar, I find the price is too high to Chinese people because of the exchange rate. The concept of IKEA is providing most people low price furniture to help them have a better life at home, but most Chinese people cannot afford the price now. So I think IKEA must be in a dilemma in China. Then I wrote a these named â€Å"the dilemma of IKEA in China and ‘made in China’†. I wanted to analysis the situation of IKEA and suggest IKEA increase the number of purchasing from China to reduce the cost of goods. 3 When I discussed with my professor Lars Steiner, he have a different opinion. He asked me maybe IKEA do not want let most Chinese people afford the price, and maybe IKEA just want China to be a good purchasing base. That question really puzzled me a long time. Indeed, IKEA could treat China as a good purchasing base. Because the situation of China market is special, the chang e to adapt the China market may affect the global strategy of IKEA, even affect the earning performance. Data observed, experienced or recorded closest to the event, are the nearest one can get to the truth, distortions inevitably occur as the proximity to the event decreases† (Walliman,2005) So I want to have an interview with the manager of IKEA to get the further understanding. Because I want to research the China market of IKEA, I wrote e-mail to the customer service of IKEA store in Beijing and Shanghai. They replied me that thank me write the letter to them; they already send my e-mail to the manager and let me wait the reply of manager.After two month waiting, I received nothing. So I have to give up. After that, I try to write e-mail to the customer service of IKEA store in Gavle. Similarly, they replied me that thank me write the letter to them and let me to wait for the reply. Fortunately, Hans Karlsson which is the logics manager of IKEA store in Gavle told me I can get a chance to have an interview with him and he is very glad to help me. So I hurried to prepared the interview questions and get suggestions from my professor Lars Steiner.We meet each other in staff office of Gavle IKEA store on 2010-05-21. The first sentence of Mr. Karlsson is very sorry he cannot tell me too much data about IKEA because IKEA is not a public company. He introduced the history of IKEA, the concept of IKEA, the competitive strategy of logistics which is the most important way to keep the low price, the strategy of market segmentation, the situation of IKEA in China, explaining some good examples according to the model of competitive advantage, analyzing the next step which IKEA will do to adapt the problem of China market.IKEA is a world famous company and an example of success, but there are not too much theses and books to research IKEA, especially about IKEA in China market. Even I have a further understanding about IKEA though this interview, I still think i t is not enough to explain the situation of IKEA in China. Because Mr. karlsson is the manager of IKEA and China market is not one part of his job, he maybe just tell me the good side of IKEA and the opinion about China market is too one-sided. I think I also should refer to other people’s opinions which have suggestions to IKEA and deeper understanding of China market.That will be having a complete understanding about IKEA in China. So I ask help to my friend Guanying Liu which is studying the master of international economics in Shenzhen University. Unfortunately, she does not know too much about IKEA, but she provided me some theses and reports from the data library of her university. I collected the data, opinions and suggestions from these materials. After that, I found even these materials is not too much, I can get a general idea about the situation, the problem and the suggestions of IKEA in China.That make me have a more complete knowledge about the questions I want to research. 14 After the data-gathering process, I read the â€Å"The Five Competitive Forces that Shape Strategy† and â€Å"Competitive advantage† written by Michael Porter who is one of the most influential management experts in the world today. These theories in these books are very good tools to help a company to get the competitive advantage to extending volume growth. I use these theories in these books to analysis these data I collected. I find the success of IKEA is not got by lucky.The model of IKEA is a very good example to improve Michael Porter’s theories. These methods of IKEA used could learn by other companies, especially these Chinese companies which are still at an early stage. 4. Findings In this chapter, I will introduce the findings from the web, the history of IKEA, the information from interview. 4. 1. The introduction of IKEA Figure 3(http://cache. gizmodo. com/assets/images/gizmodo/2008/08/ikea. jpg) IKEA is one of the world famous furni ture companies. It was founded in 1943. As a 15 and which is one of Sweden band which have good unique style and brand image, IKEA band constantly strives to provide customers with the furniture which is pyretic, beautiful and practical, people can afford the household articles for use. 4. 2. The history of IKEA from the web of IKEA The IKEA story begins in 1926 when founder Ingvar Kamprad is born in Smaland in southern Sweden. He is raised on ‘Elmtaryd', a farm near the small village of Agunnaryd. Even as a young boy Ingvar knows he wants to develop a business. 4. 2. 1. 920 At the age of five Ingvar Kamprad starts selling matches to his nearby neighbors and by the time he is seven, he starts selling further afield, using his bicycle. He finds that he can buy matches in bulk cheaply in Stockholm and re-sell them individually at a very low price but still make a good profit. From matches he expands to selling flower seeds, greeting cards, Christmas tree decorations, and later p encils and ball-point pens. 4. 2. 2. 1940s-1950s The root of a furniture dealer Ingvar Kamprad is entrepreneurial in developing IKEA into a furniture retailer.This period sees the exploration of furniture design, self assembly, advertising, the use of a catalog and a showroom to reach the many people. Table 1: 1940s-1950s In 1951 IKEA founder sees the opportunity to sell furniture on a larger scale using a catalog. The IKEA catalog that we know today is born. In 1953 Furniture showroom opens in Almhult, Sweden, This is an important moment in the development of the IKEA concept – for the first time customers can see and touch IKEA home furnishings before ordering them. The innovation is a success; people wisely choose the products with the best value for money.In 1955 They start to think about the flat package 16 4. 2. 3. 1960s-1970s The IKEA concept starts to take shape. Table 2:1960s-1970 In 1960 The first IKEA restaurant opens in the IKEA store in Almhult, Sweden. In 1961 I KEA begins quality testing its products using Swedish testing standards. In 1962 Marian Grabinski designs the MTP bookcase. Developing this and other wooden products develops strong relationships between IKEA and Polish suppliers during the 1960s. These relationships continue today and are an important reason for IKEA maintaining low prices so that the many people can afford them.In 1965 The store's success leads to the opening of a self-serve warehouse – an important part of the IKEA concept is born. Additionally, Accenten is opened, where customers can buy quality cooking items at a low price. In 1976 Ingvar Kamprad writes The Testament of a Furniture Dealer and in 1976 it is published – it documents IKEA's vision and business idea and has a strong influence on the development and vitality of IKEA's culture. 4. 2. 4. 1980s IKEA expands dramatically into new markets such as USA, Italy, France and the UK. More IKEA classics arrive such as KLIPPAN, LACK and MOMENT.IKEA begins to take the form of today's modern IKEA. Table 3:1980s In 1982 The IKEA Group is formed and its owner is a foundation, the Stitchting INGKA Foundation, which is based in the Netherlands. In 1984 IKEA FAMILY, the new customer club, is launched. Today, IKEA FAMILY is in 16 countries (over 167 stores) and has about 15 million members. The IKEA catalog print run expands to 45 million copies, in nine languages. In 1985 IKEA now has 10,000 co-workers and 60 stores in the IKEA Group. 4. 2. 5. 1990s IKEA grows even more. Children's IKEA is introduced and the focus is on home 17 urnishing solutions to meet the needs of families with children. The IKEA Group is formed and responsibility for people and the environment is seen as a prerequisite for doing good business. Table 4: 1990s In 1991 IKEA acquires its own sawmills and production plants and establishes the industrial group Swedwood to produce wood-based furniture and wooden components. In 1997 Children's IKEA is launched. IKEA dec ides to develop a range specifically for children. In 1998 IKEA arrives in China. The first IKEA store opens in Shanghai. In 1999 The IKEA group grows to 50,000 co-workers and has 158 stores in 29 countries.On IKEA have the Big Thank You event. The total of all sales on this special October day, worldwide, is divided among all co-workers – in total about 84. 85 9, 1999 million Euros. It is a great way to thank hard-working IKEA co-workers for contributing to the company's ongoing success. 4. 2. 6. 2000s IKEA expands into even more markets such as Japan and Russia. Everything for the bedroom and kitchen is explored and presented in co-ordinate furnishing solutions. This period also sees the successes of several partnerships regarding social and environmental projects.Table 5:2000s In 2000 The code of conduct called The IKEA Way on Purchasing Home Furnishing Products (IWAY) is launched. It defines what suppliers can expect from IKEA and specifies what IKEA expects from its supp liers in terms of legal requirements, working conditions, active prevention of child labor, external environment and forestry management. In addition to this, IKEA also introduces The IKEA Way on Preventing Child Labor to ensure that no child labor is used by suppliers or their sub-contractors. Child rights project in India. E-shopping is launched in Sweden and Denmark.Since then many other markets have started offering online shopping at IKEA. In 2001 The IKEA Group trials running its own rail operations through IKEA Rail AB. The use of rail continues to be an important part of the IKEA strategy to promote sustainable transportation of IKEA material and products. A new product-recovery concept is implemented in more than 100 IKEA stores in Europe to ensure that returned products are, where possible, 18 In 2002 In 2005 In 2006 repaired instead of being wasted. Everything for the bedroom under one roof.IKEA customers help children in need The IKEA Group exceeds 100,000 co-workers and operates in 44 countries. 4. 3. The data from the web of IKEA The IKEA opened 15 new stores at 2008 and in august 2009 had 267 stores, which welcomed a total of 590 million visitors during the year. A further 34 stores are owned and run by franchisees outside the IKEA group. IKEA group sales totaled 21. 5 billion Euros. IKEA food services reported sales of 1. 03 billion Euros. The IKEA group had 31 trading service offices in 26 countries, and 28 distribution centres and 11 customer distribution centres in 16 countries.The swedwood group, the IKEA industrial group had 15,000 co-workers and 46 production units. (source: IKEA at a glance- financial year 2009) Table 6: the top 5 selling and supplier countries IKEA Germany The United States (10%) China (22% ) Poland (16% ) Italy (8%) Sweden (6 % ) Germany ( 6% ) Britain ( 9% ) France (9% ) Sweden ( 7% ) selling TOP (16%) 5 countries IKEA TOP 5 supplier countries (http://www. cnstock. com/paper_new//html/2007-07/20/content_57549571. htm) 4. 4. The information from interview In this chapter, I will introduce the information from the interview with Mr. Karlsson on 2010-05-21 at Gavle IKEA store. . 4. 1. The logics process of IKEA Mr. Karlsson introduced the logics process of IKEA. The following pictures show the process. There are four main parts in the logics process: supplier (factory), distribution centre (warehouse), store, the customer. 19 Supplier (factory): IKEA focus their force to the design. At this step, they consider the low price when they design new product. And then IKEA try to find the supplier all over the world according to many factor like the geographic position, the price, the quality and so on. Distribution centre (warehouse): IKEA has 28 distribution centres in 16 countries.These distribution centres use the same computer system. They collect the information about the sales volume of every product, the quantity of inventory, and so on. The distribution centre control the goods between factory a nd store, even sometime they package the goods which from different factories. The distribution centre also is the warehouse of this area. For example, the distribution centre in shanghai is the biggest distribution centre in Asia. They always gather the goods from all over the world to here. And then they send the different number of goods to every store in Asia according to the sales volume.The high efficiency of logics is the biggest strategy is a good way to keep the low price. Store: there are two part of IKEA store: open hall and warehouse. In the display hall, customer can get the complete information about the product. Through the open hall, IKEA show its function of products, quality and low price to customer furniture with the three-dimensional way. After the customer decided the product they want to buy, they can go to the warehouse to take the unopened product. There are not too much shop assistants in the store, which is a good way to reduce the operating expenses of st ore and keep the low price.Customer: after the customer brought the goods, they transport the goods by themselves. That is a way to reduce the cost of transport and keep the low price. There are 3 ways which IKEA used in logics process: 1, the DC delivery Figure 4: the DC delivery process In this process, they transport the goods from the factory to the distribution centre all over the world. Then according the condition of demand, they transport the goods to different stores. After the customers buy goods from the store, the store collect the information and send the information to the distribution centre.After analysis the information, IKEA send the new order to the factory. That is a loop. This way is the most common way IKEA used now. 2, the transit delivery 20 Figure 5: the transit delivery process Sometime, the goods are not produced by one factory. These goods need produced different parts by more than two factories and maybe these factories are in different countries. At thi s situation, they transport all parts of the goods from these factories to the distribution centre. They package these parts to a complete one in the distribution centre and then transport the goods to the store.The rest logics process is same like the normal way. 3, the direct delivery Figure 6: the direct delivery process This way is a special and high efficiency way. In this process, the goods do not need to transport to the distribution centre. The goods are directly delivered to the stores. So, they can save the cost of one time transport. And also this way can increase the use ratio of the warehouse. Mr. Karlsson told me this way of direct delivery is less than 50% in the total logics process and IKEA wish to increase the rate of this way to reduce the cost of transport.Actually, there are so many kinds of goods in IKEA and there are so many suppliers 21 and stores in all over the world. The process of logics is much more complicated than these pictures. 4. 4. 2. The market se gment The target customer of IKEA is everybody. So the market segment is a very important part of IKEA strategy. After visited the IKEA store, I think the market segment of IKEA is the different part of house, like the kitchen, the bedroom, the bathroom. Actually, the market segment is according to the â€Å"life situation†. The life situation creates the need of the home furniture.IKEA do not select the customer, IKEA just select the offer from the life situation. For example, I am a student. I need the bookshelf, desk and I do not need the kitchen because I do not live in my own place now. But after 10 years, the need of life situation will change. I will need other things. The most important point is that I am always the target customer even in different ages. And IKEA always provide customers the things they need. I think that is a good method that IKEA used to service the customers and win the hearts of the customers. Even there are so many products in IKEA.Not all of th e stores have the same goods. According to the local situation, IKEA adjust the goods in IKEA store. For example, there are not too much students in Gavel, so there will be less products for students than other IKEA store like the IKEA store in Stockholm or Linkoping. That is a good way to increase the use ratio of the store and the warehouse, and also minimize the cargo backlog. 4. 4. 3. The logistics strategy all over the world When I start to research the IKEA, I have a question whether the goods in IKEA store are the same price.So I compare the price of the same kind of good on the web of IKEA store in different countries. I found the price is almost the same. So I thought IKEA use the same logistics strategy all over the world. The exchange rate between RMB with Euro is the biggest reason that Chinese customer cannot afford the price of IKEA goods. But Mr. Karlsson told me that the logistics strategy of IKEA have difference between different country. The price of goods is decid ed by the cost of all of the process. The different place has the different cost, just like the big deal of McDonald, it will changed by different request of customer. . 4. 4. The China market Mr. Karlsson thinks the China market is huge potential. At the moment and in the future, IKEA will find more business opportunities include the supplier and the 22 market. IKEA is always changing. So the situation of IKEA in China will be better. For the question â€Å"do you think increase the purchasing quantity in China can reduce the cost and increase the competitive advantage? † Mr. Karlsson has the different opinion: he thinks the price is decided by the cost in the total produce and transport process.With the development of the China economy, China market seems not the cheapest place any more. 4. 4. 5. The next step that IKEA can do to increase the competitive advantage especially in logistics Mr. Karlsson think IKEA will continue to use and work with the concept of IKEA. There s till have many places they can do to increase the competitive advantage, like increase the direct delivery, use more train and so on. 4. 4. 6. The competitor of IKEA Mr. Karlsson thinks the IKEA is already an international company and IKEA is growing. So at the present time, the competitor of IKEA is not the international competitor.With the development of IKEA, the competitor of IKEA is the local competitor. Sometimes, the local competitors copy the good idea or counterfeit the goods of IKEA. To this situation, the important way IKEA used is the low price. IKEA get the lower price though the large-scale procurement. Low price, good quality, knight service and new design methodology or technology help IKEA occupied the market quickly. 4. 4. 7. The uniform of IKEA When I have the interview with Mr. Karlsson, I noticed that everybody ware the same uniform in the office.So you cannot distinguish who is the manager and who is the normal employee. And Mr. Karlsson told me IKEA not only s ervice the customer but also provide a comfortable environment for their employees. 4. 5. The compare with the competitor of IKEA After I research the data from the internet, I get a form about the competitor of IKEA 23 Table 7 The foreign furniture company Sweden IKEA British â€Å"B&Q† American Home Depot The time and the place of the first The number of store store in China now 1998 shanghai 8 1999 shanghai 50 At the end of 2006 successfully 12 purchased 12 stores in China. . 6. The situation of IKEA in China at this stage This chapter is to introduce some Chinese scholars’ opinions about the situation of IKEA. Chinese scholars could understand China market more clearly. So, I think their opinions could let me get deeper understand about IKEA in China at this stage. 4. 6. 1. The reason of the price problem There are 3 reasons that make the concept of IKEA change: a, the competitive advantage of low price is not clear and the price is always too high to customer. B, the challenge of high exchange rate make IKEA cannot have the same price in global.C, IKEA seems have the strategy of the high-grade brand positioning in China. (Sa Wang and Licheng zhang, 2008) 4. 6. 2. The substance of the IKEA dilemma in China The substance of the IKEA dilemma in China is which one is more important between localization and standardization. One side, IKEA use the standardization to run the China market. On the other side, IKEA the strategy of IKEA in China does not give full consideration to standardization. That makes strategy of IKEA do not have a good effect in China market. (Xiaofei Zhao, 2005) 4. 6. 3.The reason that the speed of IKEA develop slower than the competitor The IKEA stores in China are just the image shops. From 1998 to 2005, IKEA open 2 stores in China. These stores are used to collect the information and cultivate customer spending habits. From 2005 to now, IKEA enters to the acceleration stage. IKEA is developing in its own rhythm. (Chunhua He , 2009) 24 4. 6. 4. The challenge and the innovation of IKEA in China The challenge: A, IKEA is the â€Å"later comer†. Compared with other competitor, the speed of development is later. B, IKEA is the â€Å"Mr. Misunderstanding†.Because of the high price, the paradise of wage earners becomes to the place of high income bracket. C, IKEA is the â€Å"outcomer†. The Chinese customers still do not adapt the management style of Northern Europe. The innovation: A, IKEA changes the place of store from suburbs to prosperous areas. B, increase the number of service staffs C, increase the way of advertising (Benshun Cui 2003) 4. 6. 5. The disadvantage of IKEA in China A, do not provide the free transport service and free install service B, IKEA always buy land and build the store by them. This way is not only need a long time but also need too much money. Xiaofei Zhao, 2005) 4. 6. 6. The model of IKEA The model of IKEA could be generalized as a whole: one core, two strat egies, three marketing, and four fulcrums One core: insist on â€Å"Recreational Shopping† Two strategies: a, low price b, the model of chain operating Three marketing: a, transparent promotion b, Catalog c, one-stop shop for marketing Four fulcrums: a, cost control b, brand control c, management control d, and image control (Daqian Li, 2005) 5. Discussion 5. 1. The competitive advantage model of IKEA After the long time research, there is so much knowledge about IKEA.From the web, the interview, and especially follow the history of IKEA, we can find many methods which IKEA used to improve the competitive advantage. According to the theory of â€Å"competitive advantage†, I summarize these methods in to the table 8. 25 Table 8: the competitive advantage model of IKEA The five competitive The methods IKEA used forces that determine industry profitability Bargaining power of 1, looking for the suppliers from all over the world suppliers 2, cooperating with more than one suppliers 3,†IWAY† defines what suppliers can expect from IKEA and specifies what IKEA requires from its suppliers.Bargaining power of 1, low price customers 2,good quality 3, good service 4, high quality of design 5, wide varieties Threat of new 1, â€Å"Catalog† is a good way to advertise entrants 2, the scale effect 3, high-efficiently of logics 4, develop new products Threat of substitute A special team develops new products, updating technology, products promoting technological development Competitive rivalry 1, using the scale effect to get the low price 2, improving the public image within an industry 3, the model of chain operating 5. 2.The three ways used to increase the competitive advantage As a world famous furniture company, the secret of success behind IKEA is the strategy. 5. 2. 1. Overall cost leadership The strategy of overall cost leadership is always the IKEA’s biggest aim. We can find the history of IKEA is also the history of looking fo r low price. We can find IKEA try to find the low price at every part of the process. For example, before they design a product, they already confirm the price. They use â€Å"flat-package† to reduce the cost of transport. They reduce the staff in store to reduce the cost of store.They also use the scale effect to purchase goods from all over the world. 26 5. 2. 2. Differentiation Today's IKEA range consists of 9,500 home furnishing articles, designed to be functional and good looking but at a low price. You can find almost everything you need in IKEA. Both romantics and liberals can find the style they like. Customers need the goods low price and good quality. Low price or good quality is easy to achieve, but it is not easy to get both of them. At start, IKEA chose a different way which is stand on the side of everybody. IKEA also take children to their customer, and the spirit f care for children really wins many customers’ heart. IKEA also does a good job in environ ment protection. 5. 2. 3. Focus There are three main part of IKEA: IKEA office, home storage, Children’s IKEA. The target customer is everybody. According to the â€Å"life system†, they segment the market to many parts. That will be better meet the requirement of different customers. Especially the new design for child, it helps IKEA win many hearts from the customers. 5. 2. 4. Pursuit of more than one generic strategy Even these 3 strategies are interacting and affect to each other, IKEA use these strategies flexibly.That is the reason that IKEA can get much more competitive advantage than other competitors. A, cost leadership and differentiation Differentiation always needs the extra cost, and cost leadership always need company forego some differentiation by standardizing its product. The method IKEA used to solve this problem is design the price tag before design the product. They can seek the differentiation inside the price tag. The â€Å"flat-package† an d â€Å"self-assembly† not only save the cost of transport but also give the designer more room to seek the differentiation.B, cost leadership and focus If a firm services too much segment markets, it will not get the profitability of focus. IKEA use the â€Å"life system† to find out what the customer really need at different age. The people at different age need different furniture. After the segment though â€Å"life system†, the designer could understand the need of customer. So the designer could design the product which is low price and useful to the customer. This method not only segment markets very well but also can focus the resource to the cost leadership. It makes sure everything they produced is useful to people.After the research of the 27 local situation, IKEA could find out the need of local customers and change the goods in IKEA store. That could improve the use ratio of store and prevent the waste of transport. 5. 3. The suggestion for IKEA in China According to different situation, IKEA should change the strategy flexibly. 5. 3. 1. The advertisement The normal way IKEA used to advertise is the â€Å"Catalog†. If IKEA wants to get a good effect in China, IKEA should not only use the â€Å"catalog†. Because of the number population in China IKEA will find out the â€Å"Catalog† may spend a lot of money in the future.Because there are still a little stores in China, IKEA still a new name in China. If IKEA wants to open more stores in new city, IKEA should take the advertisement to the city before the store opened. 5. 3. 2. The company culture IKEA is already 60 years in Sweden. The customer already understands the company culture and the model of IKEA. Even IKEA already entered China about 11 years, Chinese customers still do not understand the model and company culture of IKEA. In the shadow of the high price, the concept which wants to improve the quality of life seems like an empty talk. IKEA need ti me to achieve the concept in China.But if the customer do not trust and support IKEA, the future of IKEA will not look good. So, the mission of IKEA right now is to advertise the spirit of IKEA to customer. Only after get the trust of customer, IKEA could have a better future in China. 5. 3. 3. The cooperation of local supplier There are 3 logics process that IKEA used. In the future, IKEA should increase the direct delivery to get more competitive advantage of cost leadership. Because China is a developing country, every technology and environmental awareness is still not complete. If IKEA want to find more cooperators in China, IKEA could provide more help to the cooperator.So IKEA can get more cooperation with the suppliers which fit the requirement of â€Å"IWAY†. Only increase the number of purchasing in China and get the scale effect, IKEA could achieve the aim that everybody can afford. 28 5. 3. 4. The environment-friendly products IKEA is a company which focuses on th e environmental protection. In China, the environmental awareness of people is not good as the Sweden people. Sometime, people will not choose the environment-friendly products because they think these products must be more expensive than normal product. If IKEA add the advantage of technology

AP Biology Photosynthesis Lab

Photosynthesis is affected by light intensity, water, and temperature. Plants grow more abundantly because the weather is warm. Carbon Dioxide given off by animals is consumed by plants that replace the oxygen animals take it. Experimentation will help understanding how plants are vital because of the oxygen they release. If leaf disks in the experiment release oxygen, they will undergo photosynthesis and float. If there is no temperature buffer of water, the higher temperature will cause more leaf disks to float at a faster rate. (Experiment Central)Methods:This lab required 100 ml of water, 3 grams of baking soda, several leaves, a single hole punch, a plastic syringe with a removable stopper, a beaker large enough to hold 100+ ml of liquid, a beaker large enough to block out the prior, a light fixture, and a thermometer.This experiment began by preparing 100 ml of bicarbonate solution for each trial. To do this, 3g of baking soda was dissolved into 100ml of water. The bicarbonate served as an alternate dissolved source of carbon dioxide for photosynthesis. Then 12 leaflet disks (leaf chads) were cut for each trial. Single hole punches were used to cut these out. The disks were then placed in the bottom of an empty syringe. As the syringe filled with the bicarbonate solution, the leaf disks were immersed in the solution. A finger was placed over the opening of the syringe, and as the plunger was pulled down it created suction. The goal of this step was to create a vacuum, so the empty air pockets in the leaf chads that made them buoyant were filled with water (so they would sink).The disks were poured into  the 100ml solution, and sank to the bottom. The temperature of the water was recorded. A heat buffer that consisted of a larger beaker filled with water was placed in between the solution and the light fixture, and the light was then turned on. Over the course of 8 minutes the leaf chads underwent photosynthesis and began to float back to the surface of the water. The number of floating disks was recorded each minute and then the process was repeated without the heat buffer. While being repeated without the heat buffer, the temperature was checked every minute and recorded.Data and Results:Conclusions:The rate of photosynthesis was measured by floatation of leaf disks when oxygen was released. The hypothesis was not supported because the leaf disks did not float at a higher rate when the temperature was slightly higher. Figure 1 shows this because the rate of floating leaf disks did not increase as predicted. The change in heat did not affect the amount of floating leaf disks, perhaps due to a large margin of error. The margins for error include the clumps of leaf disks, too much water in the buffer, too many air pockets in the leaves and not having stronger temperatures. A follow up experiment would test the same leaf disks with a stronger heat source. This follow up would most likely support the current hypothesis.

Great Depression Essays (252 words) - Financial Crises, Free Essays

Great Depression Essays (252 words) - Financial Crises, Free Essays Great Depression Great Depression began in the early 1930's, and lasted about a decade. The main cause for the Great Depression was the combination of the greatly unequal distribution of wealth throughout the 1920's and extensive stock market speculation that took place during the later part that same decade. The Great Depression was a time in America where jobs were scarce and economic safety was not present. The main cause of The Great Depression was the October stock market crash. From the end of World War I in 1919 the stock market prices kept rising. On October 24, 1929 the stock market crashed. Stock prices plummeted. On that one day, the value of stocks fell fourteen billion dollars. Business started to lay off people. Small stores closed their doors. The lower the money got the more people got laid off. From business, manufacturing, automobile, construction, industries everyone was involved and everyone got hurt. Though people believe now that construction and automobile manufacturing were contracting, about 600 banks were failing each year, and half the American people lived at or below the minimum subsistence level even before the stock market crash. Unemployment approaches 25 percent in 1933. Almost 15,000 banks fail between 1929 and 1933. Millions of people lost all of their savings. Many people ended up sleeping in a shelter ash. Seasons had a lot to do with what some people ate during the depression. They lived on farms and when the crops did not grow their menus changed a lot.

Strontium Facts (Atomic Number 38 or Sr)

Strontium Facts (Atomic Number 38 or Sr) Strontium is a yellowish-white alkaline earth metal with atomic number 38 and element symbol Sr. The element is known for producing red flames in fireworks and emergency flares and for its radioactive isotope that is found in nuclear fallout. Here is a collection of strontium element facts. Fast Facts: Strontium Element Name: StrontiumElement Symbol: SrAtomic Number: 38Appearance: Silvery-white metal that oxidizes to pale yellowGroup: Group 2 (Alkaline Earth Metal)Period: Period 5Atomic Weight: 87.62Electron Configuration: [Kr] 5s2Discovery: A. Crawford 1790 (Scotland); Davey isolated strontium by electrolysis in 1808Word Origin: Strontian, a town in Scotland Strontium  Basic Facts There are 20 known isotopes of strontium, 4 stable and 16 unstable. Natural strontium is a mixture of the 4 stable isotopes. Properties: Strontium is softer than calcium and decomposes more vigorously in water. Finely divided strontium metal ignites spontaneously in air. Strontium is a silvery metal, but it rapidly oxidizes to a yellowish color. Because of its propensity for oxidation and ignition, strontium is typically stored under kerosene. Strontium salts color flames crimson and are used in fireworks and flares. Uses: Strontium-90 is used in Systems for Nuclear Auxilliary Power (SNAP) devices. Strontium is used in producing glass for color television picture tubes. It is also used to produce ferrite magnets and to refine zinc. Strontium titanate is very soft but has an extremely high refractive index and an optical dispersion greater than that of diamond. Element Classification: Alkaline earth metal Biological Role: Radiolarian protozoa belonging to the group Acantharea make their skeletons of strontium sulfate. In vertebrates, strontium replaces a small amount of calcium in skeletons. In humans, absorbed strontium is primarily deposited in bones. In adults, the element only attaches to bone surfaces, while it can replace calcium in growing bones of children, potentially leading to growth problems. Strontium ranelate can increase bone density and reduce the incidence of fractures, but it also increases the risk of cardiovascular problems. Topically applied strontium inhibits sensory irritation. It is used in some toothpastes to reduce sensitivity. While stable strontium isotopes present no significant health threat, the radioisotope strontium-90 is considered dangerous. Like the stable isotopes, it is absorbed into bones. However, it undergoes beta-minus decay and thus poses a radiation hazard. Strontium Physical Data Density (g/cc): 2.54Melting Point (K): 1042Boiling Point (K): 1657Appearance: Silvery, malleable metalAtomic Radius (pm): 215Atomic Volume (cc/mol): 33.7Covalent Radius (pm): 191Ionic Radius: 112 (2e)Specific Heat (20 °C J/g mol): 0.301Fusion Heat (kJ/mol): 9.20Evaporation Heat (kJ/mol): 144Pauling Negativity Number: 0.95First Ionizing Energy (kJ/mol): 549.0Oxidation States: 2Lattice Structure: Face-Centered Cubic Sources Greenwood, Norman N.; Earnshaw, Alan (1997). Chemistry of the Elements (2nd ed.). Butterworth-Heinemann. ISBN 0-08-037941-9.Lide, D. R., ed. (2005). CRC Handbook of Chemistry and Physics (86th ed.). Boca Raton (FL): CRC Press. ISBN 0-8493-0486-5.Weast, Robert (1984). CRC, Handbook of Chemistry and Physics. Boca Raton, Florida: Chemical Rubber Company Publishing. pp. E110. ISBN 0-8493-0464-4.

Leadership and Persuasion Term Paper Example | Topics and Well Written Essays - 500 words

Leadership and Persuasion - Term Paper Example The apex of the military efforts is air force strikes. This brings terror to the group and its allies and consequently a suppression of the sect. Have we ever considered the effectiveness of this approach though? Alternatively, is it a strategy to ensure revenge on ISIS for their past terrorist acts? As much as action should be taken, the military action and all the bombing associated should be stopped. ISIS militants usually live around innocent civilians. Bombing causes killing with impunity, which we are fighting actually. This causes ill feelings by the Arab civilians which fuels radicalization of the youths by the sect. Nations therefore ought to seek alternative ways of conflict resolution. The Hezbollah and the Iran oppose ISIS operations. America is also an enemy of the ISIS. However, America has been involved in many military attacks in the Arab countries. This has caused the Arab countries to have ill feelings about America due to military deployment. This has caused constraints in diplomatic relationships making the fight against the ISIS difficult. Countries, especially America that have been intensively involved in the war against the ISIS, need to restructure their relationship with the Arabs. This will provide a safe haven in the Arab countries. This will strengthen war against the ISIS. Intervention without biasness to either party of the conflicting Arab countries will also be beneficial. Arab countries are widely arid with high rates of unemployment. This favors recruitment into the radical ISIS group. Moreover, the continued economic decline due to warfare increases chances of the youth radicalization. The governments involved and the intervening governments need to create more jobs for the youth to counter idleness that make them prone to radicalization. The youth need informing that the ISIS is not a channel that fights for their interests. Critical thinking involves the evaluation of facts from a