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KITEA (D): Further Changes

By: Ramon Casadesus-Masanell and Gamze Yucaoglu
  • Format:Print
  • | Language:English
  • | Pages:7
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Abstract

The case opens in February 2016, when the official date of IKEA’s store opening (March 16, 2016) is announced after a five-month delay. It reviews the changes that Amine and Othman Benkirane had made to KITEA’s workforce in the extra five months afforded by the delay and asks if KITEA is now ready to compete successfully against IKEA.

Keywords

Private Sector; For-Profit Firms; Business Strategy; Strategic Planning; Competitive Strategy; Competitive Advantage; Corporate Strategy; Organizational Change and Adaptation; Retail Industry; Africa; North Africa; Morocco

Citation

Casadesus-Masanell, Ramon, and Gamze Yucaoglu. "KITEA (D): Further Changes." Harvard Business School Supplement 719-489, March 2019.

About The Author

Ramon Casadesus-Masanell

Strategy
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