FamilyMart: Responses to Competitive Rivalry in the Convenience Store Market in Taiwan

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Yu-Ching Chiao; Keng-Hsiang Cheng; Shu-Mei Hsu;
  • Journal: Asian Case Research Journal, volume 17, issue 2, pages 339-358

At the end of April 2005, the 7-Eleven Corporation, with 6 months preparation, invested around $200 million N.T. dollars (NTD) ($6.35 million USD) to implement an innovative and integrated instore marketing campaign by rewarding customers with an exquisite 3D Hello Kitt... View more
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