Date of Award
Doctor of Business Administration (DBA)
School of Business
Dr. Paul Shelton
Dr. Gary Dusek
Dr. Debby Thomas
Small and medium enterprises (SMEs) are central to global and domestic economies and are a significant factor in rural economic development. Rural SMEs face unique challenges of geographical location and limited resources requiring strategies that can create an enduring competitive advantage. This study explores market-oriented coopetition as a competitive strategy that forms collaborative relationships between competitors to create value for consumers. Through the analysis of a small cluster of rural SMEs, the focus of this study addresses the underexplored consumer perspective of coopetition events based on quantitative analyses of customer satisfaction and market share.
Ritzen, Cassandra A., "Rural Coopetition: A Consumer Perspective of Marketing Activities Involving SMEs" (2021). Doctor of Business Administration (DBA). 42.