However, it is clear that the study has some limitations. First, in the case of IKEA in the Chinese market, the discussion of marketing strategy is not adequately associated with contextual factors and performance outcomes. The role of transformation strategy in performance outcomes needs more robust evidence. Furthermore, the case study of IKEA's penetration into China can be narrow. That is, it may fail to explain the marketing strategy transformation approach of other categories of goods in other countries with different conditions. In summary, this article is exploratory and theoretical. It is still in the early stage of studying international marketing strategy from a transformation perspective and requires further investigation and support