Factors Responsible For the Small and Medium Scale Indian It Entrepreneur’S Ability to Deliver Superior Customer Value: a Conceptual Framework

We present a conceptual framework explaining the factors responsible for the Small and Medium Scale Indian IT Entrepreneur’s ability to deliver superior customer value and its consequence. This paper is based on the extant review of the literature. This paper proposes a framework to discuss the constructs of entrepreneurial traits and collectivism, their relationship to market and relationship marketing orientation and the delivery of superior customer value, thereby resulting in business success. Previous research that relates to MO, RMO,customer value and its effect on business success is also discussed.

Citation:

Ravi Bhat and Sanjaya S. Gaur (2009) ,"Factors Responsible For the Small and Medium Scale Indian It Entrepreneur’S Ability to Deliver Superior Customer Value: a Conceptual Framework", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 354-355.