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AWARD-WINNING CASE - 2015 AESE Case Writing Competition. The global convenience store brand 7-Eleven entered Indonesia in 2009, with local player PT Modern International as the master franchisor. To differentiate the stores from other convenience stores and to cater to emerging market customers in Indonesia, the CEO combined the idea of a restaurant and a convenience store in his new 7-Eleven outlets. The 7-Eleven stores provided an affordable and convenient location for youth to hang out and have a quick bite to eat. They also offered wireless Internet and a range of services and products like fresh food and beverages. The case requires students to outline the innovative elements that explain 7-Eleven’s success in Indonesia, reflect on its scalability and sustainability, and also to advise the CEO on further strategies to strengthen 7-Eleven in Indonesia.
The purpose of this case is to show how companies that learn to offer combinations of products, business systems and stakeholder innovations can succeed in emerging markets. It also offers an opportunity to introduce strategy tools like the strategy canvas and the value curve. This case is suited for MBA students or undergraduate students in courses on innovation, emerging markets or business operations in Asia.