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Purpose. This chapter explored the effects of egalitarian gender attitudes and routine housework on subjective well-being among older adults in China.

Design/methodology/approach. Data were drawn from the Third Wave Survey on the Social Status of Women in China (2010). The sample included 1,260 older adults aged 63–95, consisted of 428 urban respondents and 832 rural respondents, among which included 638 men and 622 women. Stratified linear regression models were used to examine the effects of egalitarian gender attitudes and routine housework on subjective well-being among urban–rural and gender subsamples.

Findings. The results indicated that egalitarian gender attitudes were positively related to subjective well-being. Routine housework was still gendered work in both urban and rural places in China. Routine housework predicted better subjective well-being only among rural women. There were significant differences in egalitarian gender attitudes and the division of housework between urban and rural samples.

Originality/value. Gender egalitarian attitudes and the division of housework in China were patterned not only by genders but also by the urban–rural division. Different from previous studies, housework did not have influence on subjective well-beings, except a positive association among rural women in the sample.

The learning outcomes of this study are as follows:

Teaching Objective 1: Students will describe specific characteristics of the rural market in India and will draw out the differences vis-a-vis the urban markets.

Teaching Objective 2: Students will describe about the push versus pull strategy and various channels of distribution in rural areas.

Teaching Objective 3: The students will explain the 4As of the rural marketing mix and apply the same in the context of the case.

Teaching Objective 4: The case can be applied with respect to the health-belief model to help students analyse the behaviour change model.

Teaching Objective 5: Students will analyse the challenges associated with supply chain and logistics in rural areas.

This case study looked at a start-up company Rugved Hygienecare Industries Private Limited and their sanitary napkin brand “Abolee” designed and targeted for rural women in India. Onkar Charegaonkar and Mithila Charegaonkar started this venture in December 2017, realizing that sanitary napkins solved a greater purpose of helping women hygienically manage menstruation, and at the same time, there was no threat to this product because over a period of time, it became a necessity of life. Onkar and Mithila believed in giving back to the society and at the same time generate revenue for their company. Onkar and Mithila needed to make a decision with respect to the distribution structure for Abolee to improve penetration in different rural areas of Maharashtra. Onkar and Mithila needed to strategize to create a remarkable impact in the rural areas. There were multiple challenges that were faced by Abolee, such as: creating awareness about hygienically managing menstruation options among women, ensuring that women consumers continue to use hygienic menstruation management material, creating a preference for Abolee among women consumers and deciding on whether to focus on driving sales through existing channel partners or to invest in finding out alternative avenues for selling “Abolee” in rural areas.

This case study was primarily written for understanding rural marketing aspects of marketing management courses at both the undergraduate level and the postgraduate level. This case study also indicated about the role of gender and its impact on consumer behaviour in rural areas. Although this case study was related to the rural Indian market, it can also be related to other emerging economies.

Teaching notes are available for educators only.

CSS8: Marketing.

As rural nonfarm activities grow in developing countries, less attention is being paid to the opportunities they may provide for women. The purpose of this study is to examine the gender-differentiated impact of nonfarm diversification strategies in rural Senegal.

This study uses data collected from the Senegalese poverty monitoring survey and employs an instrumental variable (IV) approach and a multinomial endogenous treatment model to investigate the extent to which diversification strategies lead to improved outcomes for rural women and their households.

While nonfarm diversification is a male-dominated livelihood strategy, rural women make the most of it, regardless of whether they diversify into low- or high-return nonfarm activities. At the individual level, diversification improves rural women’s well-being through large income-increasing effects and higher empowerment but has no effect on rural men’s well-being. At the household level, the authors find that, when only women diversify, households have lower per capita income but are less likely to be food insecure than when only men or both genders diversify.

This study is based on cross-sectional data, making it impossible to examine the dynamic effects of nonfarm diversification strategies on well-being outcomes.

This study contributes to the current literature on rural livelihood diversification. While much attention has been paid to the feminization of agriculture, remarkably little is known about the expanding role of rural women in the nonfarm sector.

This paper focuses on the methods for achieving effective and sustainable HIV/AIDS information dissemination to the rural women in Imo State, Nigeria.

A discursive paper with an argument based on reliable sources from the literature.

The paper argues that the various channels already used to disseminate HIV/AIDS information to the rural women, such as the establishment of the National Action Committee on AIDS (NACA), the organisation of conferences and talks, and the use of mass media, may not be achieving the desired results in view of the fact that in spite of all the campaigns, the rates of infection continue upwards.

The focus of the paper is practical rather than research‐oriented, but if new methods were adopted, further research would be needed to see if these methods were indeed effective.

This paper identifies better practical methods for disseminating AIDS information, advocating the use of institutional frameworks, community inter‐groups, community information centres, information repackaging and the adoption of vernacular as the language of communication as effective and sustainable methods of disseminating HIV/AIDS information to rural women.

If adopted, the new methods outlined in this paper will encourage innovatory and more effective ways of improving information flow thus improving public health.

With the implementation of economic reforms in the countryside the family is again becoming the basic unit of production, which decides what work to do and where, who should perform which tasks, and how income and profits should be spent. Socialist principles should ensure that benefits accrue to women from the economic reforms but they are also creating new problems. Following a general discussion of women's roles in the economy and the nature of the present reforms, the article gives detailed consideration to three areas of particular concern to women: obtaining education, relieving household chores, and restraining birth rates. The author suggests that the traditional preference for sons is a further factor working against women's interests.

This paper examines the challenges associated with rural women entrepreneurs in Oman. The study is based on women living in rural and highland areas who aim to move beyond their traditional roles in the family seeking avenues for growth and development. It identifies several problems encountered by rural women entrepreneurs and the impact on their future business opportunities.

A mixed research approach involving quantitative and qualitative elements was adopted for the study. The research is based on 183 survey responses and personal interviews with 8 rural women entrepreneurs. Partial least squares structural equation modeling (PLS-SEM) was adopted to analyse the quantitative responses and depict a model featuring the intensity of the problems affecting business opportunities. Seven short cases based upon the interviews with rural women entrepreneurs are also detailed.

Several problems experienced by rural women entrepreneurs were identified hampering their business ventures, linked to personality, family, educational, socio-cultural, facilities, legal, financial and economic, organizational and geographical, out of which household, organizational and geographical linked problems were most significant. Entrepreneurial opportunities for rural women entrepreneurs are discussed.

The research suggests that the policymakers should holistically consider how the rural women engaged in informal business for various means can be better supported and sustained by overcoming associated problems, can achieve business opportunities and contribute to regional socio-economic development.

There is a limited literature available on rural women entrepreneurship in an Arab context. The study provides an overview of the challenges and problems experienced by these women and the support areas required to overcome them for their sustainability in this region.

The purpose of this paper is to explore and discuss to what extent and why women's entrepreneurship contributes to rural economic viability and gender equality in an advanced welfare state.

The authors use detailed register data to explore men's and women's rural businesses in the most common industries for rural women entrepreneurs in the Swedish welfare state. Based on a literature review, the authors develop hypotheses and analyse how family, business and industry factors influence earnings.

Women's rural entrepreneurship is important for rural viability, as women's businesses provide a wide range of services necessary for life in rural areas. Although women's rural businesses are not significantly smaller than those of men, women's income is lower and more sensitive to business and industry variables. Marriage has positive effects for the earnings of men but negative effects for the earnings of women. The authors argue that the results are contingent on the gendering of entrepreneurship and industries, as well as on the local rural gender contracts. For these reasons, the importance of women entrepreneurs for rural viability is not reflected in their own incomes. Hence, women's rural entrepreneurship does not result in (economic) gender equality.

Entrepreneurship scholars rarely explore women's rural entrepreneurship, and particularly not in the Global North or Western welfare states. Therefore, this empirical study from Sweden provides novel information on how the gender order on the business, industry and family levels influences the income of men and women entrepreneurs differently.

This chapter examines the relationship between health service restructuring and the health care experiences of women from rural and remote areas of Canada. Data were collected from 34 focus groups (237 women), 15 telephone interviews and 346 responses from an online survey. Access to services, care quality and satisfaction are salient themes in these data. Problems include: travel, shortage of providers, turnover in personnel, delays associated in accessing care, lack of knowledge of women's health issues and patronizing attitudes of some health care providers. Health care service restructuring has led to deterioration in service availability and quality. Key areas for policy development need to address health care access and quality improvement issues, including increasing access to more (particularly female) providers who are sensitive to women's health issues.

This volume looks at the construction of gendered citizenship in different rural contexts: under different welfare and gender regimes, and different rural and agricultural conditions. Through applying the concepts of the welfare state and gender regimes within rural research, this book contributes to the further development of a comparative theoretical framework for rural gender studies. The importance of integrating rural gender studies into both the mainstreams of rural and feminist research has been emphasized in previous volumes, as has that of developing comparative analytical frameworks (Whatmore, Marsden, & Lowe, 1994, p. 2; Brandth, 2002; Shortall, 2006). The conceptual framework adopted in this volume sets out to meet this challenge by approaching rural gender relations as the meeting point of two core research areas: feminist research into gender regime studies and research on rural transformative processes. Research into gender regimes offers a promising analytical framework for comparing gender relations in diverse rural settings. By formulating gender relations in terms of citizenship rights, this approach elevates the concerns of rural gender relations to broader discourses located at the nation state level (Werbner & Yuval-Davis, 1999; Asztalos Morell, 1999a). The evolution of citizenship rights at the nation state level has created hegemonic frameworks that are able to influence and transform rural gender relations. At the same time, by addressing rural concerns, deriving from the specificity of rural transition processes and gender regimes, the approach also contributes to an elucidation of the complexity of citizenship. In accordance to current debates emphasizing the embedded nature of gender relations with other social forces of differentiation, such as age, class and ethnicity (Walby, 1997; Hobson & Lister, 2002) we aimed to elucidate how gendered citizenship is constituted in the rural context.

In Austria, more than three quarters of the population live in either predominantly or significantly rural areas. With structural adjustment and the integration of agriculture into the rural economy, the concern for the development of rural areas has risen considerably over the past decades. The rural is one area for the articulation and performance of citizenship rights and it constitutes a challenge to assumptions of universalistic citizenship. Commonly, agricultural policy and rural development policy are seen as “gender-neutral” policy fields but the institutionalised patterns of policies for rural areas in Austria likewise tend to favour male perspectives. It is assumed that both men and women can benefit from the effects of programmes, projects and measures. But because of the mostly different living conditions of men and women – differences in the participation in the working sphere, household and care work, mobility, income and qualification – political measures and instruments have different effects on men and women (Hobson, Lewis, & Siim, 2002, p. 12). Compared to men, women have limited opportunities to take an active part in the shaping of agricultural and rural development policy. This can lead to reduced relevance and efficiency of interventions in rural development policy and regional policy (Aufhauser, Herzog, Hinterleitner, Oedl-Wieser, & Reisinger, 2003).