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The Birth of Hybrid Convenience Store and Consumer Culture in Indonesia

Lee Jihyouk1 · Lee Sue Hyun1

1 서강대학교 동아연구소

Published: January 2017 · Vol. 72, No. 0 · pp. 209-252

DOI: https://doi.org/10.33334/sieas.2017.36.1.209

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Abstract

Convenience stores originated from the United States, expanding to Northeast Asia, including Japan, in the 1970s and more recently across Southeast Asia. Convenience stores, leading the globalization of the retail industry, are basically spreading through franchising. Since the retail industry environment of each country is different, the same mutual convenience store may possess different business practices from country to country. With the arrival of `7-Eleven Japan` in 2009, `hybrid convenience stores` that differentiate them from existing convenience stores have been spreading in Indonesia. Hybrid convenience stores are equipped with chairs and tables, and snack bars and cafes. If traditional Indonesian convenience stores were a "grab and go" system that sold daily necessities, instant food, and groceries managed by a stock keeping unit (SKU), new convenience stores expanding to nearby cities provide a variety of food items in large-sized stores, Wi-Fi and a lounge for informal meetings. This study focuses on legal constraints, differentiation strategies from existing local convenience stores, sales strategies of Japanese companies reaching the maturity stage of convenience stores and local culture. We will also focus on the background of the emergence of hybrid convenience stores in Indonesia and the globalization phenomenon in international management that has transformed according to the industrial environment of individual countries. In addition, we concentrate on the unique culture of Indonesia that is found in hybrid convenience stores.
Keywords: 인도네시아편의점소비자 행동농끄롱(nonkrong)소비자 문화혼종성글로컬리제이션