I need at least 15 references from books, jurnals and online but not from wiki. There are 2 recommended reading materials u ill find it in the attachment.
Also there are a company called HABITAT that used to do the same business as IKEA but it failed, find out why? and compair between IKEA and HABITAT.
Keep in your mind to cover these 4 points in the essay.
1- Try to use SWOT analysis
2- Apply the Value Chain theory
3- Use the 5 forces theory
4- Use Resource Based analysis
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