Nuancing the Revolution: Learning about Factors that Slow Down the Diffusion of Supermarkets in Indonesia

Supermarket revolution has transformed agrifood and retail in developing countries. Literature suggests that supermarkets have rapidly dominated the market, enhanced a solid coordinate value chain, and shifted the consumers shopping preference. However, there are some evidences showing that this revolution is happening in a very different manner in Indonesia. The research paper assesses, using qualitative methodology, the factors that are slowing down the supermarket revolution in Indonesia. It explores the factors from six perspectives: standards development, value chain modernization, role of intermediaries, consumers’ behaviour, supermarket standard value and implementation, and supermarket business strategies.