Abstract
When adopting the view of the multinational corporation (MNC) as a transnational corporation, subsidiaries become strategic partners. It is important to recognize that within the MNC knowledge may originate also from subsidiaries and thus flow in different directions. The aim of the article is to understand the role of multiple knowledge flows when international retail firms enter new markets. A qualitative case study of IKEA is reported which focuses on lessons learnt from entering Russia, China and Japan. The discussion centres on forward, reverse and lateral knowledge flows within the IKEA world. Taking a transnational perspective stresses the need to understand multiple knowledge flows in order to secure both differentiation and integration.
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