What challenges does a company like IKEA face when simultaneously expanding to fundamentally different kinds of markets, such as a developed market in the US and a developing market in China?

What challenges does a company like IKEA face when simultaneously expanding to fundamentally different kinds of markets, such as a developed market in the US and a developing market in China? In your opinion, what type of international strategy would make the most sense for IKEA to undertake given those challenges?

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