Private branding strategy plays an important role for international retailers entering Asian grocery markets since there is a consensus that it helps retailers not only improve the store profitability but also differentiate themselves from other competitors. However, our present understanding of consumer responses to private brand (PB) is mainly based on studies of Western markets that have long PB development history. Generally speaking, European and American consumers have sophomore purchase experience and well familiarity with local retailers and their own brand products. Little scholarly research has examined factors influencing consumers’ selection of private brands offered by international retailers in Asian countries such as Taiwan. The purpose of this thesis is to identify how individual characteristics can be used in predicting Taiwanese consumers’ preferences for private brands since a successful marketing strategy is always based on well understanding how preferences vary with consumer factors. This thesis first reviews previous studies of PB and presents the results of six focus groups in Taiwan. These results identify six key consumer characteristic variables (i.e. price consciousness, perceived PB quality, perceived PB risk, store reputation reliance, innovativeness and familiarity with PB) influencing consumers’ PB attitude and purchase intention. This thesis then proposes a model that integrates these six consumer characteristic variables. In view of the potential store difference, data were collected from two international retailers, Carrefour and 7-11, in Taiwan. A total of 409 useable questionnaires (222 from the on-line surveys and 187 from face-to-face interviewing) were collected and analyzed. The findings revealed that Taiwanese consumers are more concerned about the quality than the price of these international retailers’ PB products. The results also demonstrate that when consumers are more familiar with international retailers’ PB, they have more confidence in evaluating product quality, reducing perceived PB risk and enhancing price consciousness of PB in the same time. Similarly, when consumers perceived better store reputation, they will perceive better quality of the PB and have better PB attitude and higher purchase intention toward the retailer’s PB. More importantly, this paper verified that innovative private brand can increase consumers’ perception of private brand quality and ultimately increase their intention to buy it. Also, this thesis finds that some consumer characteristics variables have more correlation with PB purchase intention and the contribution of the variables varies from Carrefour to 7-11. In general, however, perceptual variables have stronger prediction power than personal and socio-economic variables. These findings highlight the importance of consumers’ familiarity with PB and perceived quality of PB and suggest that managers should increase various promotional activities to facilitate consumers’ familiarity with their PB. For example, they can offer free samples or tasting at the point of sale, to increase consumers’ familiarity with their PB products in the future. More academic and managerial implications and suggestions for future research are discussed in the conclusion chapter.

¡§who know to plan in future that will be everything good¡Byou will worry about something happen if do not thing it well¡¨ is explain one thing¡Aperson¡Bcompany¡Bgroup or country who know to plan for future then it will be good¡Aif the leader just thing right now then trouble will be happen maybe¡CThis is a sentence in ¡§ book¡¨ a simple sentence can tell us the important of plan¡Alike the kind of wisdom of saint it is too little to find at present¡C in ¡§ book¡¨ can find that wisdom¡Aof course can find in ¡¨Sun Tzu on the Art of War ¡¨ too¡Afor example on ¡¨Sun Tzu on the Art of War ¡¨ Tactics of chapter IV ¡GIn ancient times the adepts in warfare would first place themselves in an invulnerable position before they would wait to seize some favourable opportunity to defeat the enemy¡CTo secure oneself against defeat depends one¡¦s own efforts¡Awhile the opportunity of victory must be afforded by the enemy¡CThus even the adapts in warfare can only prepare themselves secure against defeat but they can not be sure of opportunities for victory¡Awhich must be provided by the enemy¡CTherefore it may be said¡Gone may victory but no one can create victory¡CVictory or defeat in ¡¨Sun Tzu on the Art of War ¡¨ clearly to tell us ¡Gif you want to get victory you must be more powerful than enemy¡Awe can know whether victory or defeat but can not do it by grudgingly¡CThis is the ¡¨Sun Tzu on the Art of War ¡¨ of wisdom more than other people¡Ause few word can tell us the high-toned reason¡C Research strategy is important for run a company¡Aespecially multinational company need more and more good strategy to help business ¡Cright now ¡§CHINA¡§ is the focal point of around the world¡¦s economy¡A to invest ¡§CHINA¡§ is an assignment of multinational company¡Aso how to invest in ¡§CHINA¡§ become a popularly topic¡CSince 2002 ¡§CHINA¡§ relax restrictions for chain of company¡Aa lot of company have invested¡Aparticularly ¡§7-ELEVEN ¡¨ decide to invested ¡§CHINA¡§ in 2004¡Athe biggest shareholder of ¡§7-ELEVEN ¡¨ of Japan¡¦ IY GROUP decided the first place was ¡§bei jing of china ¡¨ ¡Aat the same time another three alliance of ¡§7-ELEVEN ¡¨¡]Taiwan¡BHong kong¡BThailand¡^had strong interchange with Japan¡¦ IY GROUP by their plan to invest china¡ATaiwan¡¦s 7-ELEVEN even use 3641 store become their stake to negotiate with Japan¡¦ IY GROUP¡Aexpect Japan¡¦ IY GROUP will said yes for invested china¡CRight now to invest China is become very important global-logistical strategy for every multinational company¡C The business environment of global thought¡Athe ¡§7-ELEVEN¡¨ invest to ¡§CHINA¡§ can not just thinking profit of short-term¡Amaybe think about another three alliance of ¡§7-ELEVEN ¡¨ which want to invest ¡§CHINA¡§ too¡Abut if we look at this from a business standpoint¡Aopportunity is come from market so it is difficult to share others¡Ain the contradictory case it is hard to decide how to do will be best strategy or worst strategy¡Hhow to plan the strategy will be a good decide between leader and alliance ¡Hthis thesis is going to analysis differ strategy strength and weakness according to ¡§IY GROUP ¡¨ and ¡§Taiwan ¡¨ position thinking¡CThe tool to support my thesis is use ¡¨Sun Tzu on the Art of War ¡¨¡Ause principles of war of ¡¨Sun Tzu on the Art of War ¡¨ to analysis theory of strategy of ¡§7-ELEVEN ¡¨ invest China¡Ato think any situation in real business¡Aintegrate theory and business

Due to the rapid development of the retail industry in Taiwan, the transaction cost of product circulation is reduced, thus promotes the economic growth and improves people¡¦s living standard. The reason businesses can succeed in the retail industry in Taiwan is generally because they have correct business models and strategic positions. However, they cannot usually maintain their human capital due to bad job characteristics and lack of sound personnel systems. With the maturity of the industry, improvement of human resources management is absolutely the primary source of differentiation for business competition. This study is based on 7-ELEVEN, one of the leaders in the retail industry in Taiwan, to explore the current circumstances of job satisfaction of the convenient storekeepers, and then to find out effective ways that help upgrade their human resources management and finally offer some comments. The findings of this study are as follows: 1. The convenient storekeepers of 7-ELEVEN in Taiwan have high degree of job satisfaction because the work value of the employees matches up well with the job characteristics of the organization. 2. In this study, 6 dimensions in job satisfaction have been sorted out by factor analysis. They are ¡§organization administration and development¡¨, ¡§supervisor leadership¡¨, ¡§autonomy¡¨, ¡§nature of work¡¨, ¡§work support¡¨, and ¡§social relation¡¨. Among the degree of satisfaction on the 6 dimensions, ¡§work support¡¨ and ¡§social relation¡¨ are higher, while ¡§organization administration and development¡¨ and ¡§supervisor leadership¡¨ are lower. 3. According to the result of ANOVA, different personal variables have significant influences on job satisfaction: different ¡§academic background¡¨ have significant difference on ¡§supervisor leadership¡¨; different ¡§storekeeper seniority¡¨ have significant difference on ¡§nature of work¡¨; different ¡§working region¡¨ have significant difference on ¡§social relation¡¨. Moreover, different ¡§storekeeper category¡¨ and ¡§working region¡¨ both have significant difference on ¡§total job satisfaction¡¨; ¡§female storekeepers in Kaohsiung¡¨ have significantly higher degree of ¡§total job satisfaction¡¨ than other groups. 4. According to the result of regression analysis, ¡§organization administration and development¡¨ is the only factor having significant influence on ¡§total job satisfaction¡¨. Therefore, improving ¡§organization administration and development¡¨ is the most effective way to increase ¡§total job satisfaction¡¨.

This research is focus on how store image affects perceived risks and purchase intention in different private label brand (PLB) products. Because of 7-Eleven¡¦s positive store image and diverse product categories, this research takes 7-Eleven as the example to explore the difference among its PLB products. The conclusions as follow¡G 1. Positive store image is a necessary condition to develop PLBs. 2. Product category is a success factor to PLBs. 3. Consumers perceive different perceived risks when facing different products. According to the conclusion, suggestions are as bellow¡G 1. Keep maintaining and improving store image. 2. Focus on the products which are highly-related to the store image. 3. Managing perceived risk as a marketing strategy in diverse PLB product categories.

<p><strong>Master’s thesis in International Logistics and Supply Chain Management</strong></p><p><strong> </strong></p><p><strong>Title:  Logistics Management in Retail Industry: a case study 7-Eleven in</strong><strong> Thailand</strong></p><p><strong>Author:  Latika Supasansanee and Patthaveekarn Kasiphongphaisan</strong></p><p><strong>Tutor:     Susanne Hertz</strong><strong> and Benedikte Borgström</strong></p><p><strong>Date:      June 1, 2009</strong></p><p><strong>Keywords: 7-Eleven Thailand, Logistics, Retail     Convenience, Distribution Center and Warehouse, IT-Apply in retail store, and Competitive advantage</strong></p><p><strong> </strong></p><p><strong> </strong></p><p><strong>Introduction: </strong>In today’s challenging competition in the consumer goods, the manufacturers strive for their products to reach final customers before they turn their heads to the rival’s ones. This research attempts to understand and investigate how 7-Eleven company manages its logistics activities, distribution and applying information technology to achieve competitive advantages.<strong> </strong></p><p><strong> </strong></p><p><strong>Purpose: </strong>The purpose of thesis is, in retailing industry and retailing convenience store’s perspective, to identify and describe the way 7-Eleven manages and operates its retail convenience business focusing on several aspects; strategic fits, distribution and IT, which support 7-Eleven’s activities and how they contribute to competitive advantages for the firm.<strong> </strong></p><p><strong> </strong></p><p><strong>Frame of reference: </strong>Based on various sources of literature concerning competitive advantage and strategic fits, distribution related to marketing and retail, distribution centers and warehousing, and information system apply in retail store.<strong> </strong></p><p> </p><p><strong>Method: </strong>The study is considered as qualitative single-case study. Data is collected from the interviews with several parties involve with retail convenience industry in Thailand. Secondary data is retrieved from the information system, research and reports, publication sources as well as internet sources.  Lastly, data analysis is followed by the literature chapter.<strong> </strong></p><p> </p><p><strong>Conclusion: </strong>By applying the synchronized strategies between supply chain members to adjust and modify the capabilities of firms, leads to supply chain benefits and competitive advantage for retail firm. The applications of IT and Distribution Centers enhance supply chain capabilities, reliability, and dependability which result in better service and market performance. They are also the keys that facilitate the operations of supply chain and retail store.</p><p> </p><p> </p><p> </p>

Master’s thesis in International Logistics and Supply Chain Management Title:  Logistics Management in Retail Industry: a case study 7-Eleven in Thailand Author:  Latika Supasansanee and Patthaveekarn Kasiphongphaisan Tutor:     Susanne Hertz and Benedikte Borgström Date:      June 1, 2009 Keywords: 7-Eleven Thailand, Logistics, Retail     Convenience, Distribution Center and Warehouse, IT-Apply in retail store, and Competitive advantage Introduction: In today’s challenging competition in the consumer goods, the manufacturers strive for their products to reach final customers before they turn their heads to the rival’s ones. This research attempts to understand and investigate how 7-Eleven company manages its logistics activities, distribution and applying information technology to achieve competitive advantages. Purpose: The purpose of thesis is, in retailing industry and retailing convenience store’s perspective, to identify and describe the way 7-Eleven manages and operates its retail convenience business focusing on several aspects; strategic fits, distribution and IT, which support 7-Eleven’s activities and how they contribute to competitive advantages for the firm. Frame of reference: Based on various sources of literature concerning competitive advantage and strategic fits, distribution related to marketing and retail, distribution centers and warehousing, and information system apply in retail store.   Method: The study is considered as qualitative single-case study. Data is collected from the interviews with several parties involve with retail convenience industry in Thailand. Secondary data is retrieved from the information system, research and reports, publication sources as well as internet sources.  Lastly, data analysis is followed by the literature chapter.   Conclusion: By applying the synchronized strategies between supply chain members to adjust and modify the capabilities of firms, leads to supply chain benefits and competitive advantage for retail firm. The applications of IT and Distribution Centers enhance supply chain capabilities, reliability, and dependability which result in better service and market performance. They are also the keys that facilitate the operations of supply chain and retail store.

Thesis (M.B.A.)--University of Hong Kong, 1983.

本研究企圖從Rogers創新傳佈的觀點探討科技特質因子如何影響雜誌業採用新型態便利商店繳款單付費方式。研究採問卷調查法，有效問卷68份。統計分析結果發現：一、創新傳佈理論五項科技特質中相對利益、相容性、可觀察性因子與採用採用新型態便利商店繳款單付費方式之決策有關。二、決策階段之科技導入評估因子：選用程度、作業程度、補償程度與採用決策有關。三、科技特質因子與科技導入評估因子之間交互相關。四、不同雜誌組織對於便利商店付費方式有顯著不同差異。發行規模較小的公司(發行量低於一萬份或雜誌代理商)，反而願意投入掌握新市場。本研究建議未來可延伸以破壞性創新理論，繼續探討創新付費模式是否能使新進市場的媒介組織擁有優勢，對於未來數位內容、網路分類廣告等是否採用創新付費機制，都將具有啟發作用。 / The research uses Roger’s diffusion of innovation theory to explore how magazines adopt an alternative new payment method to sale magazines－using 7-11 chain stores barcode method. A total of 68 valid questionnaires were collected. The results support our hypotheses that the relationships exist between technology characteristics of the new payment method and the adoption; second, the organizational size and types of the magazine affect the adoption. The research suggests that future research consider using Christensen’s desruptive innovation theory to examine innovative payment models, especially in the area of digital contents and e- classified.