I think a better measure of IKEA would be "value"–the intersection of price, quality, and problem-solution fit. IKEA is not attempting to sell the highest qual

I think a better measure of IKEA would be "value"–the intersection of price, quality, and problem-solution fit. IKEA is not attempting to sell the highest quality furniture in the world. They are attempting to sell furniture that is "good enough" at a great price. Have they succeeded? Their customers seem to have dollar-voted with resounding "yes".