How standardization benefits a business process and commercialisation? What has allowed IKEA to be successful with a relatively standardised product and product line? How does the experiential marketing approach help improve sales in Ikea? Which features of ‘young people of all ages’ are universal and can be exploited by a global/regional strategy? How does Corporate Social Responsibility (CSR) attract customers? How does IKEA adapt its strategy for competing in international markets? IKEA’s Social Initiative was created to manage the company’s social involvements on a global level. Why?