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Published in:
2012 | OriginalPaper | Chapter
Cluster Analysis for Strategic Management: A Case Study of IKEA
Authors : Paola Perchinunno, Dario Antonio Schirone
Published in: Computational Science and Its Applications – ICCSA 2012
Publisher: Springer Berlin Heidelberg
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Business strategy, understood as the set of choices implemented in order to achieve long-term goals [1], or as identified through SWOT Analysis [2], to which reference is so frequently made during periods of economic boom, was surpassed during the 1970s and 80s by
strategic planning
[3] and
strategic management
. The current situation of the IKEA store in Bari (Apulia, Italy) may be understood within this framework. The objective of the present study is, therefore, to identify possible reasons for the likelihood of different consumption patterns and choices by particular groups of individuals in a Primary Market Area.