This paper is demonstrative of values and the imbibed strength of values observed along the value chains of organizations studied by the authors in past two years. The paper is projective of an intense relationship of values based business ethics observed along the value chains of the organizations concerned with the context and the soul of the conventional definition of marketing given by American Marketing Association in 2007. The value chain of a prominent consumer product’s marketers studied through reflexive research approach exemplifies that how business ethics based on values helped in evolving activities, institutions and processes for creating, communicating, delivering and exchanging offerings that have value for the customers, clients, partners and society at large which is actually the definition of marketing be American Marketing Association: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013) Similar observations in the value chains and the marketing process of other organizations validated the fact that if values driven business ethics is followed along the value chain the context of 2007 definition of Marketing gets enlivened.

Rural markets, especially in countries like India hold strong potential as emerging markets. The aim of this paper is to identify and analyse factors acting as drivers for companies to enter and serve rural markets and also to identify interrelationships among them along with their driver and dependence power, with special reference to India. A total of 13 enablers were identified on the basis of focused group discussions and interviews with experts from academics and industry. An interpretative structural modelling (ISM) and fuzzy MICMAC analysis were used to identify levels of hierarchical relationship among the drivers. The findings show that government policies and regulations are some of the most important drivers in rural markets.