Attracting Retail Entrepreneurs to Rural Communities: The Role of the Institutional Environment

This exploratory study highlights the influence of the rural community environment on attracting
and retaining retail entrepreneurs. Guided by institutional theory, qualitative interviews were
conducted with rural retailers and community leaders in six states using a case/field study
approach.

Findings suggest that resilient rural communities foster an environment that supports
and encourages change. Success factors important to attracting retail entrepreneurs to rural
communities are identified, providing new insight for business consultants and economic
development specialists. A series of hypotheses presented based on emergent themes in this
study provide an agenda for ongoing academic research.

Linda S. Niehm

Full Story: http://sbaer.uca.edu/research/usasbe/2009/PaperID198.pdf