Value Creation at the Bottom of the Pyramid: Examining Value Offering Strategy of Micro-Credit Institutions for Street Vendors in India

摘要

Drawing on positional advantage theory and Bowan and Ambrosini's value creation framework, a comprehensive value offering model of Indian Micro-Credit Institutions targeting street vendors is reported. Survey of 336 micro-finance employees and 672 street vendors who use micro-credits for their business depicts determinants of value offering via relationship, performance, price and co-creation value.