Role of the Middleman in Online Value Chains

Abstract

The inter-firm networks and trust plays a paramount role in the value chain analysis. The present articles targets the value chain where Bigbasket acts as a lead firm and studies the value thread where value addition is done through smaller units down the value chain. Bigbasket sells fresh fruits and vegetables in the processed forms under its brand name in which the job of cutting, dicing, peeling and chopping has already been done and the product is sold in ready to use and consume form. These finished and packed fruits and vegetables are ready to eat and use for cooking.