Masters of rural markets: the hallmarks of high performance

Masters of rural markets: the hallmarks of high performance
Document type
Corporate author(s)
Accenture High Performance Business Research
Date of publication
1 February 2010
Institute for High Performance
Trends: economic, social and technology trends affecting business, Management & leadership: including strategy, public sector management, operations and production
Business and management
Material type

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This report chronicles the business sector's growing confidence in India's rural markets. Drawing on a survey of more than 100 C-suite executives, the report demonstrates the strong belief of business leaders in the future of the rural opportunities in India and their willingness to invest in those opportunities. The report also offers a framework that highlights the characteristics of high-performance businesses in rural markets.The framework identifies three distinctive capabilities that businesses need to develop to be high performers in India's hinterlands:

  1. the ability to create, shape and develop markets;
  2. the ability to adapt and optimize supply chains; and
  3. the ability to co-create value through innovative use of technology.

The framework also provides insights into aspects of organizational culture that help in nurturing the identified distinctive capabilities.

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