Meeting the Unmet Needs of the Rural Poor—Applying the MOIP Framework in a Course on Rural Marketing
Formerly Assistant Professor, KIIT School of Rural Management, India
Background
Rural development has assumed global attention especially among the emerging nations like India, where majority of the population (about 69 percent) lives in rural areas. The present strategy of rural development in India mainly focuses on poverty alleviation, and aims to improve the quality of life through better livelihood opportunities and provision of basic amenities and infrastructure facilities through innovative programs of wage and self-employment. A recent McKinsey Global Institute (MGI) study talks about the need for India to move from the ...
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