Developing empty stores to satisfy customers: the case of Nishimatsuya Chain

Pei‐Yuh Huang ( Assistant Professor at the Department of Textiles and Clothing, Fu‐Jen Catholic University, Taipei, Taiwan, R.O.C)
Kazuhito Isomura (Professor at the Graduate School of International Accounting, Chuo University, Tokyo, Japan)

Strategic Direction

ISSN: 0258-0543

Publication date: 16 August 2013



This study aims to describe how the Nishimatsuya Chain Company, Ltd has established an innovative business model.


This study examines Nishimatsuya's business model for its value proposition, business processes, internal and external management resources, and profitability.


Establishing simple, clear customer value creates a unique business model.

Practical implications

This study determined that a business model begins with identifying what customers really want. The value proposition innovates a business model by rethinking business processes, management resources, and profitability.


The Nishimatsuya case study suggests that identifying the value proposition underlies establishing a creative business model.



Huang, P. and Isomura, K. (2013), "Developing empty stores to satisfy customers: the case of Nishimatsuya Chain", Strategic Direction, Vol. 29 No. 9, pp. 35-37.



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Copyright © 2013, Emerald Group Publishing Limited

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