Effective Strategies to Sustain Small Businesses in Rural Areas

Effective Strategies to Sustain Small Businesses in Rural Areas by Nicole A. Dobson MBA, Columbia College, 2013 BS, Columbia College, 2011 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University April 2018 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 aCompared 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-toface 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. Effective Strategies to Sustain Small Businesses in Rural Areas by Nicole A. Dobson MBA, Columbia College, 2013 BS, Columbia College, 2011 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University April 2018 Dedication I dedicate this study to my sons Holden and Ayden. Follow your dreams as big and wild as they may seem. This life is yours, make it whatever you want! To my father and best friend, Ray, for the unwavering support through all of my endeavors. For always being by my side, mentoring me through this crazy life, and instilling a foundation of unfaltering values. I can only aspire to be half the person you were and upkeep your legacy. Cowboy up! To my mother, Nancy, for being my biggest fan. To my Thelma, Angie, for being my rock through the process, keeping me sane, and for being the best side kick. To my best friend, Jimmy, for always being there for me, harboring my secrets, and being my partner in crime. To Tom, all the shoulder and baby C in the universe! Thanks for drawing the map, tolerating me, and the support while on this journey. To my friends, Susan, Nessa, Anthony, Jesse, and Nate for tolerating me throughout this process and keeping me only in mild amounts of trouble. To my friend, Grant, for getting me through one of the toughest times of my life and those awkward crying spells. To Zach, my biggest supporter, I miss our adventures, and I can only hope you are resting easy, Bonzo. To the greatest detective, Tim, for the best memories and making me a better person. Thank you for showing me the impossible and always pushing me to be better even in your absence. I used my ten pound brain for all those women’s shoes but I never said ice cream! To Clinton, you are forever missed and loved. To my “husband”, Eric, the strongest, positive, and most humble human I have ever met, I love you and rest easy. To Bradley, Jack, Kiya, and Haven dream big, laugh loud, and stay humble! Acknowledgments I acknowledge my committee chair, Dr. Elisabeth Musil, for the support and guidance through this process. Thank you for everything. I acknowledge my SCM, Dr. Kenneth Gossett, for your expertise and the time you willing offered to support my journey. Thank you for being a wonderful teacher and inspiration. I acknowledge my URR, Dr. Rocky Dwyer, thank you for the feedback and support.