JAKARTA, Indonesia -- One of the fastest growing supermarket chains in this city of more than 8 million is HERO. Indeed, the gold lettering of the name HERO (pronounced "hairo") on stores is fast making it synonymous with "supermarket." Since the first HERO opened in 1971, a modest 2,500-square-foot shop in southern Jakarta, the chain has expanded steadily and now numbers 49 outlets. But HERO is hardly alone. As oil-rich Indonesia moved into the first flushes of modernization and ...

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