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The goal of Market Systems Development (MSD) programmes is to change systems so that they work better for poor, or otherwise disadvantaged, people. In practice, changing systems means changing the behaviour of people and organisations–market actors–within those systems.

To achieve this, MSD guidance encourages practitioners to analyse the incentives and capacities of different market players. If change is in a firm, government or individual’s own interest and abilities, it is more likely to last beyond the timeframe of the programme’s support, as well as to spread to other actors with similar incentives and capacities, thus achieving MSD’s dual aim of sustainability and scale.