Market Systems

Implementing market-oriented programming facilitating inclusive systems change

Since 1953, MEDA has implemented market-oriented programming facilitating inclusive systems change by identifying levers for market growth while integrating low-income and excluded communities. MEDA has experience applying this strategy in a range of systems, globally: agriculture value chains, small-scale manufacturing, tourism and other economic sectors; financial and investment ecosystems; and business and entrepreneurship environments.

To achieve more inclusive and dynamic market systems, MEDA aims to analyze and understand target communities, sectors and market actors, associated barriers and opportunities, and the approaches that can sustainably shift behaviours and attitudes. This resulting information enables the design, testing and adoption of models that lead to inclusive economic growth for women, men and youth.

In collaboration with local partners and institutions, MEDA designs and executes scalable, replicable business solutions that encourage systemic market change. MEDA has gained decades of experience forging partnerships to create shared value among disconnected market actors while overcoming market failures and social barriers. MEDA emphasizes business models and trading relationships that are profitable and sustainable for all concerned, while considering business interests and economic incentives.

Community Level

At the community level, MEDA collaborates with partners to strengthen the business capacities and competencies of target groups, empowering them to assess business opportunities, participate in growing sectors and engage with all stages This enables communities to be active in the exploration, testing and adoption of new business models, products and services, and market connections. For example, MEDA projects support the growth of aggregation supply chains that link tens of thousands of small-scale producers to more advantageous and sustainable markets.

Market Makers

To stimulate the right economic conditions for small-scale producers, MEDA identifies Market Maker firms that have the potential to both catalyze growth in relevant sectors and to offer greater inclusion of target clients. We build the capacity of these Market Makers through consultative business development activities that improve operational effectiveness, productivity, and market positioning. In addition, we provide or attract finance in the form of challenge grants, concessionary financial mechanisms or investment capital. MEDA facilitates the development of inclusive enterprise and financial ecosystems by bridging the gaps between the private sector and target clients.


MEDA’s market-oriented approaches innovate inclusive business models; bolster distribution and market channels; identify sustainable supports and services for improved productivity and marketing; and use finance and smart subsidies to influence actors throughout the market system.

Market Ecosystem Model

MEDA supports three aspects of the market ecosystem:

  1. The services and infrastructure that support firms in the value chain to operate and engage in market transactions
  2. Market-based transactions amongst firms based on incentives and market returns
  3. Formal and informal rules that govern and influence business operations and trading relationships

Examples of MEDA's Work


Jessica Villanueva
Sr. Director, Technical Areas of Practice