All rights reservedHodgkin, SuzanneSavy, PaulineClune, SamanthaMahoney, Anne-Marie2025-10-1720202021-07-062397-882110.1332/239788220X15875789936065https://hdl.handle.net/20.500.14802/16432The aged care policies of many Organisation for Economic Co-operation and Development countries reflect free-market principles. In Australia, the recently introduced Consumer Directed Care programme centres on markets in which a range of organisations compete to provide services to community-living elders. As consumers, older people are allocated government funding with which they select and purchase items from their chosen service organisation. This article presents findings from a case study that explored the impacts of this programme on a group of rurally based, not-for-profit providers and consumers. The findings portray the challenges and advantages associated with providing and accessing services in limited rural markets.consumer directed caremarketisationaged care policyruralityJournal articleControlledPUB0201083179PUB0201083375