ABSTRACT:

A conceptual framework explaining the factors responsible for the Small and Medium Scale Indian IT Entrepreneurs’ ability to deliver superior customer value is presented based on an existing review of the literature. This framework discusses the constructs of entrepreneurial orientation and collectivism, their relationship to market orientation and relationship building via network-based resource capital and the delivery of superior customer value, thereby helping in business success. Previous research that relates to market orientation (MO) and superior customer value relationship building and non-market forms of resource capital, and its effect on firm performance are also discussed.