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

Purpose – This study aims to describe how the Nishimatsuya Chain Company, Ltd has established an innovative business model. Design/methodology/approach – This study examines Nishimatsuya's business model for its value proposition, business processes, internal and external management resources, and profitability. Findings – 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. Originality/value – The Nishimatsuya case study suggests that identifying the value proposition underlies establishing a creative business model.