Examining the role of value offering in creating competitive advantages for street food vendors against restaurant owners in Mumbai, India

Kanika Meshram; Aron O’Cass

Examining the role of value offering in creating competitive advantages for street food vendors against restaurant owners in Mumbai, India

Kanika Meshram, Aron O’Cass

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

Abstract

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.

Original language	English
Title of host publication	ANZMAC 2010
Subtitle of host publication	proceedings : doing more with less
Editors	Paul Ballantine, Jörg Finsterwalder
Place of Publication	Christchurch, New Zealand
Publisher	University of Canterbury
Pages	1-8
Number of pages	8
ISBN (Print)	9780473178208
Publication status	Published - 2010
Externally published	Yes
Event	Australian and New Zealand Marketing Academy Conference (2010) - Christchurch, New Zealand Duration: 29 Nov 2010 → 1 Dec 2010

Conference

Conference	Australian and New Zealand Marketing Academy Conference (2010)
City	Christchurch, New Zealand
Period	29/11/10 → 1/12/10

Keywords

micro-business
value offering
competitive advantage
India

Cite this

@inproceedings{19d881674d7540bab3a9553a7cd79c11,

title = "Examining the role of value offering in creating competitive advantages for street food vendors against restaurant owners in Mumbai, India",

abstract = "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.",

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author = "Kanika Meshram and Aron O{\textquoteright}Cass",

year = "2010",

language = "English",

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pages = "1--8",

editor = "Paul Ballantine and J{\"o}rg Finsterwalder",

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Meshram, K & O’Cass, A 2010, Examining the role of value offering in creating competitive advantages for street food vendors against restaurant owners in Mumbai, India. in P Ballantine & J Finsterwalder (eds), ANZMAC 2010: proceedings : doing more with less. University of Canterbury, Christchurch, New Zealand, pp. 1-8, Australian and New Zealand Marketing Academy Conference (2010), Christchurch, New Zealand, 29/11/10.

Examining the role of value offering in creating competitive advantages for street food vendors against restaurant owners in Mumbai, India. / Meshram, Kanika; O’Cass, Aron.
ANZMAC 2010: proceedings : doing more with less. ed. / Paul Ballantine; Jörg Finsterwalder. Christchurch, New Zealand: University of Canterbury, 2010. p. 1-8.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

TY - GEN

T1 - Examining the role of value offering in creating competitive advantages for street food vendors against restaurant owners in Mumbai, India

AU - Meshram, Kanika

AU - O’Cass, Aron

PY - 2010

Y1 - 2010

N2 - 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.

AB - 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.

KW - micro-business

KW - value offering

KW - competitive advantage

KW - India

M3 - Conference proceeding contribution

SN - 9780473178208

SP - 1

EP - 8

BT - ANZMAC 2010

A2 - Ballantine, Paul

A2 - Finsterwalder, Jörg

PB - University of Canterbury

CY - Christchurch, New Zealand

T2 - Australian and New Zealand Marketing Academy Conference (2010)

Y2 - 29 November 2010 through 1 December 2010

ER -

Examining the role of value offering in creating competitive advantages for street food vendors against restaurant owners in Mumbai, India

Abstract

Conference

Keywords

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