1 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. EXECUTIVE SUMMARY Rural communities, residents, and businesses have had to cope with many changes including outflows of traditional residents, downsizing in agriculture and manufacturing, and changes in community demographics. These slowly evolving elements of change have created modifications to institutional structures and processes for rural communities. This exploratory study provides insight into factors that impact community resiliency. The analysis highlights the influence of the rural community environment on attracting and retaining retail entrepreneurs. Guided by institutional theory, case/field study methods, were used to provide a community level view of factors that impact resiliency. Qualitative interviews with rural retailers and communit