Date of Conferral
2018
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Elisabeth Musil
Abstract
Compared to their urban counterparts rural small businesses face unique socio-economic and environmental challenges including isolation, lack of resources, poverty, limited networks, and a smaller population of working age adults. The purpose of this qualitative case study was to explore effective strategies that rural small business managers have used to sustain a business in their area. The population for this study included a purposeful selection of 8 rural small businesses. Institutional theory served as the conceptual framework for this study. Data was collected using semi-structured face-to-face interviews of participants. The data was analyzed and coded by using a modified Van Kaam method which revealed themes: (a) customer satisfaction, (b) advertising, and (c) location. Participants considered customer satisfaction, advertising, and location when creating businesses strategies to remain sustainable beyond 5 years. This study may contribute to positive social change by enabling more rural businesses to remain within the economic cycle of the U.S. economy, and offer a more stable employment outlook, hence supporting more families in rural areas.
Recommended Citation
Dobson, Nicole A., "Effective Strategies to Sustain Small Businesses in Rural Areas" (2018). Walden Dissertations and Doctoral Studies. 5072.
https://scholarworks.waldenu.edu/dissertations/5072
