The case illustrates the expansion of 7-Eleven in Taiwan and adaptation format stores its local franchisee under the new market conditions. The main issue here is the balance between standardization and localization in business format franchising across national borders. Leaving only the logo and the convenience store concept is well known in the United States, the local 7-Eleven franchise in Taiwan reformatted almost all aspects of a chain of stores, including its positioning, location, location, product offerings, etc. In addition, 7-Eleven in Taiwan introduced a wide range of new services for handling daily responsibilities to their customers, ranging from e-commerce (train or movie tickets), electronic payment, mobile, pickup / delivery of taxi services. Local franchisees, President Chain Store Corp. (PCSC), seemed to hit the right balance between standardization and localization, allowing him to use the service differentiation to gain a competitive advantage over their rivals. For about three decades, it has grown from zero to nearly 5,000 stores in Taiwan with more than 50 percent of the market, while expanding its influence in China and Thailand. "Hide
by Shi-Fen Chen, Aihwa Chang Source: Richard Ivey School of Business Foundation 24 pages. Publication Date: March 16, 2012. Prod. #: W12804-PDF-ENG
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