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This is an elementary and yet important chapter. In this chapter, the most important hindrances to rural development have been identified and how they usually hinder development has been explained. Various forms of bias that adversely affect a rural development process, namely, spatial bias, person bias, elite bias, male bias, user and adopter bias, and active present and living biases have also been briefly discussed.

People, in general, seem to maintain a rather elementary meaning of rural marketing. Although there exists certain common features of rural marketing, there does not exist as yet, a reliable published work on this concept. The methods of rural marketing are very different from marketing in urban areas. These differences have usually occurred for a variety of reasons especially (a) paying careful attention to the development of urban markets and (b) a development in the marketing sector in the urban areas would be more visible than what they might be in the rural areas.

However, rural marketing stands for developing a form of marketing suitable for the rural areas. In this process of marketing, the marketeers and promoters will be required to consider the rural prejudices of the inhabitants therein, including those of the women consumers too. These markets also lack infrastructures, goods on demand are often different from those of the urban markets and lack of facilities proves to be a hazard for the suppliers of products. Nevertheless, it has been maintained in this work that rural marketing can be developed when it becomes a policy issues.

This study aims to explore how social entrepreneurship initiatives and rural development address various socio-economic challenges in rural communities following Indonesia’s independence in 1945.

Adopting a pragmatic research philosophy, this study uses a historical review and thematic analysis, extending from the PRISMA method to analyse articles and reports concerning social entrepreneurship initiatives and rural development in post-independence Indonesia.

This study reveals that social entrepreneurship initiatives and rural development programs have advanced hand in hand since Indonesia's independence. Social entrepreneurship initiatives and rural development mutually reinforce each other, with social entrepreneurship prominently featured in many rural development projects, promoting socioeconomic changes in rural communities.

While this review has covered the available literature in Indonesia's context and extends the social entrepreneurship concept by showcasing its impact in rural Indonesia, further theoretical models integrating social entrepreneurship and rural development are needed, especially with local or regional context and community-driven approaches to increase the research potential in the field.

This study is beneficial for policymakers in the field to consider the findings of this review on the strong association that social entrepreneurship has had with rural development in Indonesia.

This study highlights the importance of local values and community participation in social entrepreneurship initiatives for rural development. It is also highlighted that social entrepreneurship initiatives enable rural women to participate in entrepreneurial activities.

This study concludes that prior studies consistently demonstrate a strong association between social entrepreneurship initiatives and rural development, with government policies and programs increasingly leveraging social entrepreneurial approaches to tackle rural challenges. Additionally, rural development strategies in Indonesia align with three strategic pillars established by the government’s entrepreneurship programs. These pillars, integral to rural development through the social entrepreneurship approach, are critical for the formulation and future action plans adjustable to the current trends, issues and circumstances.

Under the rural revitalization, the effect of China's implementation of rural prefabricated housing is not obvious. Cost has become the biggest obstacle to its development. Therefore, it is necessary to study the factors influencing the cost of prefabricated buildings in villages and clarify the focus of cost control.

This paper focuses on the whole process of prefabricated housing construction in villages in China and uses grounded theory to identify and screen out 27 related factors that affect the construction cost of prefabricated buildings. A system dynamics model is used to dynamically analyze the influencing factors. The engineering examples in rural areas of southern Shaanxi are simulated. Finally, five key factors that influence cost are obtained. Based on this, cost control countermeasures are proposed for rural prefabricated housing in southern Shaanxi.

The results show that: the key factors affecting the cost of prefabricated buildings in villages include the selection of production methods, the degree of design standardization, the quality of construction personnel, the level of construction technology and the circulation cycle of molds. The cost of prefabricated housing in villages can be controlled through five aspects: mass production of components, design exchange and feasibility analysis, improvement of employee professionalism, strict selection of construction schemes and technologies and improvement of mold turnover rate.

The system dynamics model applied in this paper is based on the idealized state. The system boundary is narrow and has a certain subjectivity. It needs further detailed research to make it closer to the engineering practice. In addition, this paper applies the rural engineering example in southern Shaanxi to carry out a single case study, and the universality of the research results needs to be further tested. There are many village construction projects and building types, so the research results can be further enriched through large sample research.

Rural construction is an important step in the implementation of rural revitalization. Exploring the factors that affect the key costs of prefabricated buildings in villages and towns in view of the particularity of rural areas will help provide a reference for their cost control and help the rural development of prefabricated houses.

The research results of this paper can provide a reference for the development of prefabricated buildings in other rural revitalization areas.

Different from the traditional research on urban prefabricated buildings, this paper focuses on rural areas and explores the core factors affecting the cost of prefabricated buildings from the micro level. This study establishes a system dynamics model suitable for the cost control of prefabricated housing at the village level and provides methods for its cost control. Based on the identified key factors affecting costs, cost control measures were proposed for prefabricated housing tailored to the unique characteristics of villages.

In the process of making agricultural production decisions in rural households, severe weather conditions, either extreme cold or heat, may squeeze the labor input in the agricultural sector, leading to a reallocation of labor between the agricultural and non-agricultural sectors. By applying a dataset with a wide latitude range, this study empirically confirms the influence of extreme temperatures on the agricultural labor reallocation, reveal the mechanism of farmers’ adaptive behavioral decision and therefore enriches the research on the impact of climate change on rural labor markets and livelihood strategies.

This study utilizes data from Chinese meteorological stations and two waves of China Household Income Project to examine the impact and behavioral mechanism of extreme temperatures on rural labor reallocation.

(1) Extremely high and low temperatures had led to a reallocation of labor force from agricultural activities to non-farm employment, with a more pronounced effect from extreme high temperature events. (2) Extreme temperatures influence famers’ decision in abandoning farmland and reducing investment in agricultural machinery, thus creating an interconnected impact on labor mobility. (3) The reallocation effect of rural labor induced by extreme temperatures is particularly evident for males, persons that perceives economic hardship or labor in economically active areas.

By applying a dataset with a wide latitude range, this study empirically confirms the influence of extreme temperatures on the agricultural labor reallocation, and reveals the mechanism of farmers’ adaptive behavioral decision and therefore enriches the research on the impact of climate change on rural labor markets and livelihood strategies.

This study looked at the potential applications of geographic information systems (GIS) and remote sensing (RS) for inclusive community development and participation, sustainable tourism, and rural community-based natural resource management (CBNRM) in sub-Saharan Africa and other rural areas worldwide.

To evaluate resource management systems for rural tourism and the environment in Africa and abroad. The study makes use of reviews of relevant literature and documents, and while linking applications for sustainable tourism and local community empowerment with CBNRM and GIS, vital content was manually analyzed.

The study shows a potential affinity between agricultural and tourism businesses that GIS in line with the CBNRM conception can strengthen. In many rural and underdeveloped regions of the continent, this highlights the need for a credible and varied tourism strategy to develop and empower the relevant communities.

Most agricultural communities in Africa are located in low-income regions. Such areas are rich in natural wildlife and have popular tourist destinations. A mix of regional community development initiatives can be built using GIS, sustainable tourism, CBNRM, and community-based tourism (CBT).

This case study will help business management students learn the dynamics of distribution management in the rural context. After working through the case and assignment questions, the students will be able to:▪ Understand the transformation of rural retail from traditional models to organized modern retail;▪ Understand the opportunities and challenges of rural markets with specific reference to automobile products;▪ Identify and evaluate the various distribution channels available for rural markets; and▪ Devise a suitable rural-centric distribution model for automobile products following an appropriate logistics system.

Manan Motors, a dealership of Honda Motorcycle & Scooter India (HMSI) Private Limited in Hathras City of Uttar Pradesh province in India, has been operating successfully for the past two decades. Mr Manoj Bansal, the director at Manan Motors, was primarily targeting the urban markets with 60% dependency on the scooter portfolio of HMSI. But multiple pressures like stringent vehicle emission norms, price rise of two-wheelers and the impact of the pandemic took a toll upon the urban business of Honda Motorcycle and Scooter India Limited and subsequently upon Manan Motors. The sales for HMSI dipped from 15,121 million units in 2020–2021 to 13,466 million units in 2021–2022. Consequently, Bansal decided to alter the business strategy of Manan Motors and shift its focus from the urban to the rural territory of Hathras, where it could foresee demand for entry-level two-wheelers (engine capacity between 75 and 110 cc). Rural markets were developing, so Bansal realized that supplying a low-cost, low-end model to the rural Indian market was an opportunity for his dealership. Bansal’s decision to focus on the rural vertical of its two-wheeler business stirred several questions that floated in his mind. Should they manage distribution on their own, or through some channel members, or should they follow a rural-specific modern retail model?

The case study is designed for use by a postgraduate or executive-level audience for subjects such as sales and distribution management, distribution management and rural marketing. Students will understand the concept of distribution management and associated keywords specific to rural markets. The case study provides an opportunity to discuss and decide how a company can penetrate the rural market and also discusses the opportunities and challenges of rural distribution.

Teaching notes are available for educators only.

CSS 9: Operations and logistics.

This paper aims to analyze the nature, magnitude and determinants of access to food among rural households in India during the COVID-19 pandemic.

The study is based on the World Bank’s Rural Impact Survey, which has documented the shocks of COVID-19 among 2,787 rural households across six states in India. The chi-square test and binary logistics regression have been used to analyze the data.

About 49.7 % of rural households have reported the incidence of food inaccessibility and shortage, and the majority of them reported a reduction in food intake during the COVID-19 outbreak. However, the magnitude of food accessibility varied across the states and the sociodemographic characteristics of the households. Furthermore, regression analysis indicates that family size, social category and occupation as sociodemographic variables and membership in self-help groups, wage employment under Mahatma Gandhi National Rural Employment Guarantee Act and Cash transfer under Pradhan Mantri Kisan Samman Nidhi and Pradhan Mantri Garib Kalyan Yojana as institutional support factors have a significant effect on access to food among rural households.

The findings of the study have far-reaching policy implications for developing an effective food distribution system in crisis situations like the COVID-19 outbreak. The study also provides directions for extending the research on determinants of access to food during crisis.

The study is based on a large survey data from the rural households in India and provides empirical evidence on access to food faced by rural communities during the COVID-19 lockdown.

This study aims to explore how digital intermediaries interact with individual intermediaries to assist corporate social entrepreneurs (CSEs) in building inclusive markets. In response to the challenge of social exclusion, CSEs craft strategies by leveraging their existing capabilities and resources. However, when it comes to building inclusive markets, CSEs face the liabilities of institutional voids and must rely on intermediaries to establish efficient trading channels. This study focuses on the process by which CSEs firstly construct technology affordances of digital intermediaries, and then actualise affordances through the interactions of digital and individual intermediaries in overcoming technology constraints and triggering involvement cycle in the context of rural e-commerce.

Using a single-case study design, the authors unfolded the process of a rural e-commerce project conducted by a Chinese e-commerce giant. The authors interviewed 35 informants from 2016 to 2018; each interview lasted 45–90 minutes. In addition, archival and observational data were collected for triangulation. After thorough examination, the data was coded and a grounded framework was developed.

This study provides a detailed process of how the interactions of digital and individual intermediaries facilitate CSEs in building inclusive markets through a rural e-commerce project. The authors find that CSEs generate corporate strategy in building inclusive markets by constructing three affordances of digital intermediaries: equality facilitator, harmony maintainer and stickiness creator. Subsequently, in actualising these affordances, CSEs fill institutional voids through the interactions between digital and individual intermediaries. Specifically, the technology constraints of digital intermediaries trigger a four-phase cycle involving individual intermediaries: identification, activation, coaching and empowerment. This involvement cycle effectively overcomes the technology constraints of digital intermediaries. The interactions between digital and individual intermediaries facilitate the dual goals achievement of CSEs and finally restructure the market architecture.

Firstly, this study stands among the pioneering research endeavours exploring the interactions between digital and individual intermediaries in facilitating CSEs to develop inclusive markets. Diverging from existing literature, which often enhances or refines the role of a single intermediary in filling institutional voids, the authors posit that digital and individual intermediaries dynamically complement each other in actualising affordances. This complementary dynamic stands as a substitute for the evolution of a single intermediary in building inclusive markets. Secondly, by zooming out the process of constructing and actualising affordances, this study contributes to the literature on technology affordance in both contextual and relational aspects. Contextually, the authors identify three tenets of affordances generated by the corporate strategy of CSEs. Relationally, the authors argue that affordances can be predeveloped by CSEs and then fully actualised through interactions between digital and individual intermediaries, challenging the conventional view that sees affordances as a relational concept solely determined by users and artefacts during the actualisation process. Thirdly, this study makes a contribution by untangling the process of CSEs in reshaping the market context to make it more inclusive. Departing from the conventional focus on the role of institutional intermediaries for CSEs in filling institutional voids, the authors explore how CSEs develop digital intermediaries and induce their interactions with individual intermediaries to restructure market architecture during the process of constructing and actualising affordances. In conclusion, this study adds valuable insights to the literature on institutional voids, technology affordance and CSE in building inclusive markets.

The purpose of this paper is to examine the challenges faced by rural women entrepreneurs in Lebanon and explore how stakeholder engagement strategies, guided by stakeholder theory, can mitigate these challenges. By analyzing the interactions between stakeholders and women entrepreneurs, the study aims to uncover effective solutions that contribute to the sustained success of women entrepreneurs in Lebanon's rural areas.

This study uses participatory action research (PAR) and narrative inquiry. PAR involves women entrepreneurs as active collaborators, fostering participation and enabling marginalized voices to address business challenges. Narrative inquiry delves into their experiences deeply, accessing multiple perspectives and insights.

This study uncovers challenges in resource accessibility, societal norms and market limitations for rural women entrepreneurs in Lebanon. Stakeholder influence, especially community support and tailored training programs, proves crucial. However, governmental involvement remains limited, relying more on nongovernmental organizations (NGOs) and expert mentorship. Targeted interventions and policies are essential for inclusive growth and gender equality in entrepreneurship.

This paper offers a unique perspective by focusing on rural women entrepreneurs in Lebanon, exploring their specific challenges within the country's socioeconomic landscape. Its interdisciplinary approach and actionable recommendations for practical strategies, along with a comprehensive stakeholder analysis, provide novel insights into women's entrepreneurship in rural settings.