Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.13/933761

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Title
Examining the role of value offering in creating competitive advantages for street food vendors against restaurants in Mumbai, India
Author/Creator
Meshram, Kanika;  O'Cass, Aron
Institution
The University of Newcastle. Faculty of Business & Law, Newcastle Business School
Description
This paper assesses the value offering and competitiveness of street food vendor stalls against larger restaurants in India. A survey based research design is adopted to gather data from 180 street food vendors and 120 restaurant owners. The findings using factor and regression analysis suggest that street food vendors gain competitive advantage through their price based value offering while, whereas restaurant owners compete against street vendors by offering superior performance value. However, both firms seek advantages by maintaining close relationship with their customers. The managerial implication of the finding for both micro and large business is discussed in the paper.
Relation
Australian and New Zealand Marketing Academy Conference 2010: Doing More with Less (ANZMAC 2010). Proceedings of the Australian and New Zealand Marketing Academy Conference 2010: Doing More with Less (Canterbury, New Zealand 29 November - 1 December, 2010)
Relation
http://anzmac2010.org/proceedings/index.html
Date
2010
Publisher
Australian and New Zealand Marketing Academy (ANZMAC)
Keyword(s)
micro-business;  value offering;  competitive advantage;  India
Resource Type
conference paper
Identifier
http://hdl.handle.net/1959.13/933761
Identifier
ISBN:9780473178208
Reviewed
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Subject
"Examining the role of value offering in creating competitive advantages for street food vendors against restaurants in Mumbai, India"
 
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