Contextualized-driven theories for organizations in developing countries are growing. Inthis paper, we build on some specialized microcredit institutions configuration to create value. They compete at the Bottom of the Pyramid (BOP) in emerging markets, and try to generate social and economic value through the creation of commercial capabilities in order to improve the relationship with the client, thus generating value. Our empirical domain refers to a sample of Colombian specialized microcredit institutions. Theory relieson the resource based-view of firms, applied to the mentioned context. The unit of analysis is commercialization capability in its organizational environment: organizing for commercialization capability. Main findings relate to organizational categories that configure a system to create social and economic value to micro-entrepreneurs: microcredit social strategy, management capability in microcredit, active corporate governance, relational culture, and motivated human talent.

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Palabras clave:
Relationship marketing,
contributive motivation,
social enterprise,
microcredit,
commercialization capability,
bottom of the pyramid

JEL Classification:
M10 M30 M31

RSN_10(23)_03_Barrera Duque

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