Ideas are king when it comes to separating successful companies from failures. The ability to innovate, create and think differently is paramount to setting your company ahead of the rest.
A company that creates and exploits, in parallel, will yield competitive advantage. Yet the flow of innovation and creativity is needed. Flow is equal to exploitation. It has to flow continually because companies copy and then exploit.
IKEA is a closed system and as a result will not be at the forefront of innovation. IKEA is good at doing more of the same – exploiting opportunity – but not good at creation. There are companies that are not good at creation but exploit concepts. => IKEA still have a monopoly after 67 years.