When IKEA enters a new country, it opens just one store. This store is then used as a showcase to establish IKEA's brand. Once IKEA gains brand recognition in a country, more stores are established. This is an example of the _____ strategy.
A) blue ocean
B) disruptive
C) foothold
D) bricolage
E) first mover

Question

Quizplus · Accepted Answer

The foothold strategy involves establishing a small initial presence in a new market to gain brand recognition and then expanding further once the brand is established.

When IKEA Enters a New Country, It Opens Just One