Title: Role of the service value network in social transformation

Authors: Yupal Shukla; Mithilesh Pandey

Addresses: University of Bologna, Bologna, Italy; Ganpat University, Gujarat, India ' Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India

Abstract: The purpose of this study is to explore how network participants 'exchange value' towards the transformation of society. The study uses a qualitative approach to obtain the opinion of network members. The findings of the study suggest that dairy farmers (value network member) feel empowered as part of the co-producing group and this strengthen their trust in the service value network. Cooperation among the members of village dairy cooperatives aids them in information sharing in the field of milk production and provides exposure to new technology in milk production. Milk unions contribute to the service value network through co-marketing of milk. It can help various entrepreneurial groups to form Service Value Networks (SVNs) and help in promoting the well-being of society. The study proposes a link between the service value network and social transformation with social capital formation as a moderating variable.

Keywords: social value network; social capital; social transformation; value creation; milk unions; cooperatives; co-production; coexistence; co-marketing; social entrepreneurs.

DOI: 10.1504/WREMSD.2021.114432

World Review of Entrepreneurship, Management and Sustainable Development, 2021 Vol.17 No.2/3, pp.244 - 263

Received: 18 Jun 2019
Accepted: 13 Jan 2020
Published online: 21 Apr 2021 *

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