Rural small businesses struggling against the current of competition from "big box" retailers, weak consumer demand, and on-line shopping options must find strategies that work. Many are finding that adoption of e-commerce strategies is a key to survival, even prosperity. This article highlights the lessons learned from a recent case study research project of rural businesses from across the country, sponsored by the National Extension E-Commerce Initiative. Suggestions are provided for Extension educators to use these materials to directly assist rural businesses consider thoughtful adoption of e-commerce strategies.
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Lamie, R., Barkley, D. L., & Markley, D. M. (2011). Positive Examples and Lessons Learned from Rural Small Business Adoption of E-Commerce Strategies. The Journal of Extension, 49(6), Article 20. https://doi.org/10.34068/joe.49.06.20