Issues, challenges and opportunities in the digitalization of rural markets

IF 1.5 Q3 MANAGEMENT

Human systems management Pub Date : 2022-11-07 DOI:10.3233/hsm-220031

Sania Khan

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引用次数: 0

Abstract

BACKGROUND: Digitalization widely connected the MNCs and urban consumers. Though not much efforts were made to reach the rural markets, the Indian government must recognize the problems and challenges to digitally connect such rural consumers. OBJECTIVE: This study aims to highlight the problems and challenges that the Indian rural markets are currently undergoing through digital transformation and also discusses the possible avenues for rural development and growth of the national economy. METHODS: This paper studies the extant literature on the Indian rural market and understands its potential resources for which the Indian government is leveraging efforts for the national wide digitalization. The study conducted focused group discussion (FGD) with 23 industrial digital marketing experts who are working in rural areas. RESULTS: The findings illustrated literacy rate, resources non-availability, obsolete traditions and culture, unemployment, low income, crime and violence as problems; communication barriers, lack of government coordination, inadequate media coverage, lack of infrastructure, varying purchasing decisions as challenges; easiness through ICT, penetrating into export-import markets, expanding consumer markets, increase in employment as exciting opportunities. CONCLUSIONS: This research highlights the most potential barriers of rural markets and suggests a steady approach of digitalization to bring the rural consumers closer to the entrepreneurs.

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农村市场数字化的问题、挑战和机遇

背景：数字化广泛连接着跨国公司和城市消费者。尽管在进入农村市场方面没有做出太多努力，但印度政府必须认识到数字连接这些农村消费者的问题和挑战。目的：本研究旨在强调印度农村市场目前通过数字化转型所面临的问题和挑战，并讨论农村发展和国民经济增长的可能途径。方法：本文研究了印度农村市场的现有文献，并了解其潜在资源，印度政府正在利用这些资源进行全国数字化。该研究与23名在农村地区工作的工业数字营销专家进行了重点小组讨论。结果：研究结果表明，识字率、资源匮乏、过时的传统和文化、失业、低收入、犯罪和暴力是问题；沟通障碍、缺乏政府协调、媒体报道不足、缺乏基础设施、采购决策不一是挑战；通过信息和通信技术的便利性，渗透到进出口市场，扩大消费市场，增加就业是令人兴奋的机会。结论：这项研究强调了农村市场最潜在的障碍，并提出了一种稳定的数字化方法，使农村消费者更接近企业家。

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来源期刊

Human systems management MANAGEMENT-

CiteScore

3.50

自引率

30.40%

发文量

期刊介绍： Human Systems Management (HSM) is an interdisciplinary, international, refereed journal, offering applicable, scientific insight into reinventing business, civil-society and government organizations, through the sustainable development of high-technology processes and structures. Adhering to the highest civic, ethical and moral ideals, the journal promotes the emerging anthropocentric-sociocentric paradigm of societal human systems, rather than the pervasively mechanistic and organismic or medieval corporatism views of humankind’s recent past. Intentionality and scope Their management autonomy, capability, culture, mastery, processes, purposefulness, skills, structure and technology often determine which human organizations truly are societal systems, while others are not. HSM seeks to help transform human organizations into true societal systems, free of bureaucratic ills, along two essential, inseparable, yet complementary aspects of modern management: a) the management of societal human systems: the mastery, science and technology of management, including self management, striving for strategic, business and functional effectiveness, efficiency and productivity, through high quality and high technology, i.e., the capabilities and competences that only truly societal human systems create and use, and b) the societal human systems management: the enabling of human beings to form creative teams, communities and societies through autonomy, mastery and purposefulness, on both a personal and a collegial level, while catalyzing people’s creative, inventive and innovative potential, as people participate in corporate-, business- and functional-level decisions. Appreciably large is the gulf between the innovative ideas that world-class societal human systems create and use, and what some conventional business journals offer. The latter often pertain to already refuted practices, while outmoded business-school curricula reinforce this problematic situation.