A Study of Hybrid Business Strategy: Seven-Eleven

• Main Authors: eviana yunita, 李菲菲
• Other Authors: Prof. Cheng Wen Lee
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/3yb64g

碩士 === 中原大學 === 國際商學碩士學位學程 === 104 === In the uncertainty market, innovation has been considered as one of the most competitive advantage to empower an organization to be sustained in the market. The present market environment has become aggressively competitive resulting to significant changes. These changes have led to an emergence of new types of organizations that no longer focus on their competitiveness to the quality of the goods and services produced. However, they focus on their ability to have a positive impact on the social as well as environmental aspects. The hybrid business strategy can either be profit making or non-profit making entities. The thin line of difference is as a result of emulating both social and environmental variable; the assertion is that neither the profit making nor the non-profit organizations have been able to address the social and environmental issues adequately (Billis, 2010). The hybrid business strategies itself have been a result of the emergence of new market demography. The demographic of individual have changed their tastes and preferences. Hence, the organizations have to shift their objective to meet the market segment’s needs. Organizations are not only striving to maintain high profitability levels but also attempting to address some emerging issues that are of importance to humanity, for instance, healthy living, ecological sustainability of products and services and the environmental as well as social justices. It surpasses the boundaries between typical profit and non-profit entities, by being both market-oriented and mission-focused. This study aims to contribute the understanding of the nature and potential of hybrid business model and how this model is able to sustain their company or organization by developing sustainability-driven model framework based on economic, social and environmental life cycle in the company. A case study approach was adopted to study hybrid business strategy that is applied in one of the highest market share for franchise convenience store in Taiwan, 7-Eleven. Data was gathered through interviews with employees using strategy formulation and organisation design, intensive document reviews, and practical observations made by the author. The result of this thesis is addressing how developing hybrid business strategy model can increase company’s performance and sustainability-driven. An important finding is that by applying hybrid business strategy into organization we can sustain their hybrid nature by designing business model that is economically and socially integrated based on environmental and commercial activities. The author proposes that: 7-Eleven will strongly emphasize value creation to sustain their brand image to break-through the uncertainty market by adopting hybrid sustainability-driven model in the company