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7-Eleven Indonesia Innovating in Emerging Markets
Marleen Dieleman; Ishtiaq P Mahmood; Peter DarmawanCase IVEY-9B15M081-EEntrepreneurship, StrategyAWARD-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 an...Starting at €8.20