IKEA spends too much time and money on finding the right suppliers who can get aligned withtheir lower cost strategy. Instead they may put this same amount of time and money doingresearch and development before going for any international business. Like if they beforeentering American market, had already researched on things like American bed in king, queenand double size unlike Europeans who measure beds in centimeters. They prefer larger sofas,deeper wardrobe drawers, long curtains, large glasses and others. If IKEA focused on customerresearch and development on the first place then they would have made profit since they haveentered American market